Customer-Focused Marketing

“The accessibility of information and changes in the way people obtain information have transformed the approach of prospects into a quest for personalized information. The further along the customer’s buying cycle, the more customer-centric the interventions. From the account-based approach (ABM) to the final personal contact, the challenge of B2B marketing and sales is to develop a 1-to-1 relationship with several people within the same account, while considering the interactions between all these decision-makers, influencers and users involved in the transaction.”

Alain Thériault