The transactional marketing approach often misses the mark with potential buyers; it emphasizes sales over relationships, making messages seem more like a sales pitch than a conversation.
If marketing is about building relationships, then the common one-sided, agenda-driven content fails to resonate. Consumers prefer dialogue and understanding rather than being talked at.
Cutting B2B marketers some slack reveals their nervousness in reaching customers. Just as one might awkwardly cling to familiar topics instead of engaging in meaningful conversation.
To capture buyer attention, B2B marketing needs empathy and authenticity; it should revolve around customer needs rather than merely pushing products or services.
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