Good morning, Marketer, may all your weekends be long.
B2B marketing has always been personalized. You have to know your customer – not en masse, but specifically. You’ve got to know the companies you’re selling to – their needs, goals, processes, purchasing cycles. Knowing these things, you approach each one a little differently. This is true whether you’re selling enterprise-wide systems, cleaning supplies or anything in between.
You can’t automate that kind of personalization. You can automate a lot of other things: Data gathering, lead tracking, account management, to name a few. But, at the end of the day, you have to give sales specific information about each client. You’ve got to know enough to spot the quality leads. B2B marketing, leading the way in personalization since… forever.
Constantine von Hoffman,
Managing Editor
