We assume that B2B industrial buyers make logical, rational, analytical, and deliberate decisions. They buy on specifications, price, thorough comparisons, and relationships. As marketers, all we have to do is give them the information they need, right? It's really not that simple.
In the old school, B2B manufacturing world, business was done with a handshake. But as things change, and new competitors/technologies/markets come into the fold, customer expectations change and your business has to change with it.
Another year has passed, and most everyone believes it's time to set resolutions to make significant changes. So when you look back at your marketing efforts from 2016, what are you going to do differently in 2017?