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Why are B2B buyers so hard to reach?
I would argue that buyers aren’t the objective. Accounts are the objective. We want to reach accounts, because most buying decisions aren’t made in a vacuum. They are made in committee.
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Hard Metrics vs. Soft Metrics
Success, to us, is our ability to generate meetings, phone calls, two-way communication, VR chat rooms, on-screen meetings, etc. In short, we want sales talking to prospects. That’s the primary objective.
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