Build a bridge to end customers with a push and pull approach
Business-to-business manufacturers are increasingly interested in getting closer to their customers’ customers. More...
In a nutshell: Employees’ perceptions of chatbots in B2B marketing
Scientific articles contain valuable management implications, but are usually not very easy to digest. We summarize the core results so that you can use the latest research findings for your company. More...
In a nutshell: Information transparency of digital B2B platforms
Scientific articles contain valuable management implications, but are usually not very easy to digest. We summarize the core results so that you can use the latest research findings for your company. More...
The limits of buyer personas in B2B and what to keep in mind
More than 60% of B2B companies use buyer personas to target their communications to their customers. More...