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

Tue, 11 Oct 2022 00:00:00 -0400
Leading Edge

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.