B2B marketers must see buyers as humans, not just job titles

Much of the business-to-business (B2B) world has forgotten that business people think and act like regular consumers.

Business-to-business (B2B) marketing has long been driven by rational propositions, delivered by hyper-targeting that can give the illusion of great efficiency – even if the reality is, at times, lacking. Over the last ten years, marketing technology...