The Five Factors of Value That Drive B2B Sales and Protect Margins (Article 3 of 4)

In our B2B marketing guidebook Business-to-Business Marketing: A Step-by-Step Guide, my co-author Charlie Stewart and I write, "The purpose of B2B marketing is to attract and retain profitable customers." To achieve that purpose, it's critical to understand what motivates customers to buy your products and services.Read the full article