It was that time in the elections where the US presidential candidates took off on corporations. Responding to this phenomenon, Jack Welch in his BW column rightly argues that corporations are nothing but people.
As pointed in another blog post today on the 1to1 blog, this has relevance to B2B marketers too. When corporations make decisions, it has to be understood that it is people behind the scenes who are making these calls. Instead of targeting corporations – think about & target the people who make up the coporations.
Even when focusing on customer satisfaction of these corporations, pick u individual after individual & chase their satisfaction.