The average B2B business spends 75% of its sales and marketing budget targeting users (of its products or services) and procurement agents, the two groups who have the least say in purchasing decisions. When these organisations do engage executives or the C-suite, they do so by inviting them to large, expensive events (see Oracle!) that executive customers don’t have the time to attend.
Mike Packman, 02 June 2015
The average B2B business spends 75% of its sales and marketing budget targeting users (of its products or services) and procurement agents, the two groups who have the least say in purchasing decisions. When these organisations do engage executives or the C-suite, they do so by inviting them to large, expensive events (see Oracle!) that executive customers don’t have the time to attend.