I was quoted in an article on B-to-B marketing in Marketing News, a publication of the American Marketing Association. The article entitled, "It Takes a Committee to Buy into B-to-B," by Staff Writer Allison Enright, focuses on how marketers can connect with decision makers in big companies.
If you’re doing marketing or lead generation for a complex sale, you’ll want to read it. Normally, this article would only be open to American Marketing Association Members but InTouch was given special permission to share it with readers of the B2B Lead Generation Blog. Enjoy.
Here’s a brief excerpt of the article:
If you think finding the right person to target with your business-to-business marketing is harder than it used to be, you’re right. The number of people involved in a purchasing decision is filling up the boardroom, according to Sirius Decisions Inc., a marketing and sales information services company in Southport, Conn.: In 2005, 3.5 more people on average were involved in making a purchasing decision than in 2001.
With so many people weighing in on a decision and no clear go-to target, marketing and salespeople are evaluating the best way to go about making a connection.
“The challenge is to create a dialogue from sales and marketing, and we need to be a lot more intelligent with our approach. People who are lower in the organization used to make decisions, but now it’s the boss’s bosses and involves more of a team approach,” says Brian Carroll, president of Arden Hills, Minn.-based sales qualifying service InTouch Inc., and author of Lead Generation for the Complex Sale."
Read full article "It Takes a Committee to Buy into B-to-B"
Reprinted with permission from Marketing News, published by the American Marketing Association, Allison Enright, February 15, 2006, Pages 11 – 13.