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09
Jan
Marketing to the Empowered Buyer Is Impacting Marketers

We’ve come from a world where our audience was addressable through a mass effort, rather than the precise pinpointed effort that we need today. The most challenging complexity that modern B-to-B marketers face is creating “individualism” within a mass-media framework. To speak to individuals, marketers require a model that directly addresses customer needs, wants and desires. We have evolved from ...

09
Jan
Marketing to the Empowered Buyer Is Impacting Marketers

We’ve come from a world where our audience was addressable through a mass effort, rather than the precise pinpointed effort that we need today. The most challenging complexity that modern B-to-B marketers face is creating “individualism” within a mass-media framework. To speak to individuals, marketers require a model that directly addresses customer needs, wants and desires. We have evolved from ...