There are many factors at play when a customer picks a B2B product or service. Here (in an article that was originally published in B2B marketing magazine), I explore one of the key ones, presenting the important consequences for B2B marketers. I share some lessons that I believe are both timeless and will help us become more effective marketing communicators. But before I get to that, I thought it might be useful to start with a little bit of Hollywood… … Murder, mystery and comparison – helping B2B customers to pick you

Welcome to the latest instalment of B2B marketing ‘the movie’, in which I tenuously link topical B2B issues to classic movies. While some of my past instalments have been entirely lighthearted (see The Life of B2Brian or Bridget Bones’s To-Do List, for example), this one has somewhat of an ominous edge… … B2B marketing – the movie – part 6: Datapocalypto