Marketing for B2B companies has always been challenging. The vast majority of marketing techniques and avenues are targeted at the mass of consumers. Old-school outbound marketing techniques are especially consumer-focused with little to no ability to reach the managers and c-suite executives that make the sourcing decisions that matter. So it’s no wonder why inbound marketing has become such a hit among manufacturing companies looking for an effective marketing strategy. As it turns out, those managers and c-suites use the same search engine for their product and software research as they do when looking for a mattress or a new water bottle.
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