In our B2B marketing guidebook Business-to-Business Marketing: A Step-by-Step Guide, published by Penguin Random House, my co-author Charlie Stewart and I write, “The purpose of B2B marketing is to attract and retain profitable customers.”
The first step toward achieving that goal is to know who influences buying decisions—and then win their sale-creating trust.
The first of this short series of articles offers straightforward guidance on how to…
