B2B selling is no longer just organization to organization, or a deal between one lead decision maker and a sales guy. It’s becoming more people-to-people.
CxOTalk summary: SAP Chief Marketing Officer Jonathan Becher on Influencer Marketing
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More influencers participate in recommending what to buy, so B2B selling is moving beyond the relationship between one lead decision maker and a sales person. In addition, more individuals are buying at the LOB level, even within IT. In this business climate, Jonathan Becher says the challenge is understanding who are the individuals within customer and partner companies that are truly influential.
You want to avoid the distractions of the echo chamber or the wannabe influencers.
Published Date: Aug 31, 2015
Author: Michael Krigsman
Episode ID: 281