It was bound to happen. Sooner or later business marketers would need to pay attention to this often-ignored bit of the B2B buying anatomy. You’ve probably been there yourself a few times, and you almost certainly have one in your company: I’m talking, of course, about the special place in the company where things get […]
When Bad Assumptions Happen to Smart Marketers
Years ago, when companies still paid to caffeinate their workers, I had the desk closest to the coffee station on my floor. Mostly this meant I could smell a fresh pot before anyone else, and occasionally had to rescue one that was boiling dry on the old Bunn-o-matic. The downside was that at least once a […]
Why Do Small Business Buyers Act Like Consumers?
In any gathering of B2B marketers, the topic of small business inevitably comes up. After all, those of us who work for large companies collectively discovered them just a few years ago. I’m pretty sure they didn’t exist until we found them. Or if they existed, they certainly didn’t buy complicated things like computers and […]