In a world where we're focusing on data in regards to metrics - be they MQL or SQL or SAL etc. - the one thing that we lose site of is the importance of the prospect as an individual.
Do we understand what makes them tick? It's the personal that makes a connection. That starts from our messages, content, sales pitches and post-sales behaviour. This study of 3,000 B2B buyers highlights exactly that.
Customers aren’t predictable, perfectly rational machines. (Although maybe with AI they will be one day!) Customers are people–and that means emotion is involved.