B2B buyers are driving their buying process and brands are still trying to catch up. What does that mean for marketers? Companies that want to survive in this buyer-led digital age have to become customer obsessed or they’ll wither away.
I just read a fabulous book on this exact topic – Driving Demand: Transforming B2B Marketing to Meet the Needs of the Modern Buyer. What I loved was author Carlos Hidaldo’s point that in order for B2B companies to transform their demand generation processes, they first have to transform how they approach marketing. Hidalgo knows that of which he speaks: for the past decade, his company ANNUITAS has worked with B2B enterprise companies to do exactly that.