B-to-B Marketers: Your New Campaign Is Already Too Late

Five people sitting in a room working to arrive at a consensus about a multi-million-dollar contract is an intense experience. Amid the botched dial-ins, bottled water and whiteboards is a heavy layer of stress and concern. That’s because business-to-business purchase decisions are high-value, high-risk, career-defining moments. The reality is nearly all of the people sitting around the table and calling in on Skype have already made up their minds before the purchase group is even established.

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