The B2B product or service you’re selling isn’t just a ‘solution.’ Louise Watson of Propeller Group explains why the best marketers focus as much on the person behind the purchase.

Let’s be honest: B2B marketing has a bit of a personality problem. Too often, we forget that behind every job title and company logo is a person. A living, breathing, coffee-drinking, stressed-out human being. And it can be easy to forget that they’re the ones who make the buying decisions.

In our industry, we’re talking about big investments – that aren’t just “solutions.” They’re an opportunity for the decision maker to make Read full story ›

Source: The Drum