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The Value of Customer-Centric B2B Marketing
This chapter explores the benefits of prioritizing B2B marketing, emphasizing the importance of understanding and connecting with customers to provide differentiated value. It discusses the challenges faced by B2B companies due to a lack of customer communication and the impact on product development, sales, and strategy. The chapter also delves into the significance of data-driven decision-making and the struggles faced by executives in managing go-to-market strategies in B2B companies.