9. Marketing and the High Touch Customer: Dale Roberts, VP Professional Services, Artesian

Описание: Connected business buyers are incredibly well researched. Today’s buyers are very social. They’re comparing notes with peers and, they may be ignoring marketing. Customers want to be listened to - more than that, they want to feel they’ve been listened to. It’s an emotional sale, even in a B2B context.

Marketing today is technology-rich and is all about scale. But high-touch tends to be technology-sparse and is about engagement - it’s about engaging a small number of people at great depth. Content marketing is a great device for B2B marketing. It helps customers find us and, establishes reputation - it builds relationships.