Where is that collateral taking your customers? And your company?

By Ernie Wood   |   September 29, 2015

We’ve been hearing a lot lately about the “buyer’s journey.” But in B2B marketing, the journey is not entirely about buyers. It’s also about the company reaching them. And about the communications vehicles for the trip.

The concept of buyer’s journey describes the path from awareness of a need, to consideration of options, to the decision to make a purchase. Some companies add steps specific to their industry, but awareness, consideration and decision are the basic three.

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