After 4 years of college, studying for my marketing management degree, and twenty years of marketing experience in retail, technology and industrial companies - I've learned one very important lesson. It's not about Business to Business marketing, or Business to Consumer marketing. It is, in fact, always about Business to Individual - and in today's digitally addicted, "information now" world we live in, this is more true than ever.
Individuals are always the purchaser, whether they are buying for their own personal consumption or buying for the company that cuts their paycheck - they are nonetheless - individuals. Oftentimes the individual may only be in the role of "influencer" for the organization (that still fits the b2i acronym), but you get the point. If you want to sell whatever it is you are marketing, you must influence the individual.
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