July 7, 2011 GenNow by Rick Mathieson
All too often, B2B marketers forget that business people are consumers, too.
Yes, you can keep on keeping on with conservative, boring marketing communications. Or you can truly engage business people the way they like to be dazzled in the rest of their lives.
And to hear software giant SAP’s interim CMO Jonathan Becher tell it, that’s exactly the mindset he’s bringing to this global powerhouse’s marketing operations, too.