Shiloh Gray

Recent content by this author:

  • Why Global B2B Marketers Can’t Forget That Businesses Are Made Up of People

    Industry Insights   October 11, 2022  

    Global B2B enterprise marketing is complicated but can be reduced to answering one question from the customer’s perspective: Why would I spend seven figures on this one software-as-a-service company or hardware product? And while making sure marketing is aligned with sales and other “blocking and tackling” issues are crucial, I contend that emotion too often ends up minimized or erased from technical product marketing in favor of hard metrics.