The Top Line

Paul Gillin, author of The New Influencers and a leading authority on B2B marketing,  just published a draft of the first chapter of his upcoming book, Social Marketing to the Business Customer on his blog. He had me on the second page when he spelled out what I’ve always seen as the differences between B2B and B2C sales–but have never been able to articulate as clearly.   The points Paul makes –about buyers’ focus on value, group decision-making, and sales cycle length especially resonate with me as someone who focuses on marketing IT products and professional services to corporations.