The digital natives entering buying positions don't care about how marketing has traditionally been done. They expect digital-first and mobile-first communications. They have scant patience for salespeople.
Buyers expect the same levels of intuitive digital customer experience they enjoy outside a business setting, and can't imagine why any idiot would design things any other way.
Agencies are thrilled at the chance to ramp up their creative output and inject some emotion into business messaging for a change.
We must treat buyers like the consumers they are in their personal lives, and develop new expertise in the media channels and messages that tend to work in consumerland.
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