Getting to Know You—The B-to-B Way
So, you’re a business-to-business marketer. You must think you know your audience, right? Professionals in industry X who use your widget/service/thingamabob? That’s all you need to know, right? No need to get personal, because, after all, this is business.
Not so fast. B-to-B marketers who want to boost their sales need to focus on helping their customers buy. At a seminar on marketing automation last week, M.H (Mac) McIntosh, partner in North Kingston, RI-based AcquireB2B, noted that means developing personas of who really are the people who comprise your target audience.
For example, if your audience is mostly professionals over the age of 40, don
