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In the past, the way we B to B marketers connected with buyers, it was all done through pushing
out messages. Now we have a dialogue with our buyers, at least we should. And through
the media we use, we’ve given prospects and customers a voice, a way to communicate
back to us. So that’s a very, very fundamental change that’s taken place. We know a lot
more about them as well. We have the ability to learn a lot more about them, through search,
through things like LinkedIn. at the same time, on the other side of the table, they
have a lot greater ability to learn a lot more about us before we ever make a phone
call or a sales call. And some of that’s not always pretty.