Author: Simon Hayhurst

Selling to a business? To be on the short list, you first have to be on the long list – here’s how

Since the dawn of B2B marketing, there seems to have been a raging debate about whether B2B buyers act more rationally than consumers. Classicists argue that the business procurement process is designed to eliminate irrationality and engender accountability across the entire purchase process. The involvement of multiple B2B stakeholders in that process helps ensure that […]

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