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 […]
Marketing to the F-Word Part II: Feel the Burn
Last time we talked about getting your inner Gordon Ramsay engaged as you target the people who both influence and, often, decide on large B2B purchases. This group, sandwiched between the relationship-driven C-Suite and the process-focused P-Cube, is the F-Word (F is for Functional Group) and it demands a different type of marketing. To win […]
Marketing to the F-Word Part I: Your Inner Gordon
A while back we looked at the difference between the C-Suite, which likes to golf and the P-Cube, which feels lucky to get a new recycle bin. We talked about the unfortunate tendency of marketers to focus on the C-people and ignore the procurement people who are actually more helpful in getting you the business and getting […]
