Stop Treating B2B Customers Like Digital Novices
Harvard Business Review
MAY 10, 2016
But B2B customers are mobile, fully engaged in social media, and well educated: 94% of B2B buyers conduct online research before deciding on a purchase. These 1,000 customers had been assigned account managers, and sales people were keen to answer their questions and return their calls. What should the company have done instead?
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