How to View B2B Buyers Through a Sharper Lens | ANA

How to View B2B Customers Through a More Nuanced Lens

Peter Fader of the Wharton School at the University of Pennsylvania on why consideration is no longer strictly transactional

By Patricia Yeager

Peter Fader, a marketing professor at the Wharton School at the University of Pennsylvania, says B2B companies tend to lump too many customers and prospects together and fail to see those buyers who are the most serious about establishing long-term relationships. Changing the equation requires marketers to get a better read on the definition of customer lifetime value.