Before everything else you have to understand that B2B customers are also human, deeply rational ordered, and professional beings. Understanding how customers buy, what they buy, when and why, is the Holy Grail of all marketers. You can give them more of what they want and are looking for, so much more efficiently, when you know how their minds work. So let’s dive deeper into the brain of the B2B customers. Here is what drives them through the decision-making process: 1. Reciprocity You have to give in order to get back. If someone......

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