In my book, eMarketing Strategies for the Complex Sale, I talk about how B2B marketers need to really get to know their customers in order to improve their marketing effectiveness. One of the exercises presented in the book is The Customer Focus Tune-up. This eBook expands upon that exercise.
In the eBook, I present:
- A breakdown of the steps in the complex buying process.
- 4 Steps to improving your customer intelligence.
- How to apply those insights to content development.
- Applications for putting your customer focus to work.
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