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To be successful, the business-to-business marketer must include in the customer and prospect database a rich matrix of influencers. There may be as many as 15 or 20 individuals at a company who influence a business-to-business sale. Because most business decisions are made by more than one individual, it is usually more desirable to include many influencers at a few companies than to include a few influencers at many companies. In other words, it is much better to have in the database 10 individuals at each of 1,000 companies than to have one individual at 10,000 firms.
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