Of the five phases of the buyer framework described, this can be the most challenging for B2B marketers. In this chapter I look at the content and channels to use to reach them, the metrics that will guide you and how to manage the wider business’ expectations. Given the complexity of this phase, and how intertwined the C-suite is with regulators, policy makers and other influencers, I include an Insider Insight from Michael Stewart, Global Corporate Affairs and Communications Leader at PwC, who expounds the critical relationship between corporate communications and marketing.
This is a tricky part of the framework as in many ...
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