The reason is simple– It is the most exhaustive study of B2B buyer behavior that I’m aware of. And you cannot be an effective marketer without understanding your prospective buyer. The key theses put forward include deep understandings of consensus buying behavior, use of mobilizers, and commercial insights. The authors lay out clear strategies for businesses to compete given these buyer realities.
For young marketers, being able to tie strategies and tactics to real, substantive business outcomes is a massive gap that usually takes years. This book can shape advanced thinking in a single reading.
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Contributors: Eric Quanstrom from CIENCE