If you work in the B2B world, you’ve almost certainly been the target of B2B marketing and sales. Most likely, many times per day. And it’s not pretty.
So while you know that such marketers and salespeople are smart and capable, you also know firsthand that the tactics they’re using are, all too often, stupid. Buyers absolutely hate that organizations continue to spam them with irrelevant content, ads and other communications that miss the mark — and they are showing us by opting out, tuning out and tossing out our messages.
