How to Engage B2B Decision-Makers Who Generate Your Sales and Margins: Market Focus (Article 1 of 4)

In our B2B marketing guidebook Business-to-Business Marketing: A Step-by-Step Guide, published by Penguin Random House, my co-author Charlie Stewart and I write, "The purpose of B2B marketing is to attract and retain profitable customers." The first step toward achieving that goal is to know who influences buying decisions—and then win their sale-creating trust.Read the full article