meet the committee

One of the most overlooked aspects of business-to-business marketing is the so-called buying committee.

The person you target with marketing initiatives might not be the person who decides whether to buy your product or not.

That means you have to help your end customer to convince their buying manager.

The customer who ends up using and the buying manager will likely have different pains. Consequently, your marketing should highlight different gains for each of these personae individually.

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