B2B salespeople are looking to talk to people that influence or make decisions for business purchases.

Businesses do not make decisions. People make decisions on behalf of businesses. And outside of some trusts run by lawyers following the direction of legal documents, this has always been the case.

So why all the fuss about B2B being B2P (business to person)?

The problem with the current B2P mantra is you risk forgetting just who these people are. (Maybe not you, but some B2B marketer will). They are corporate decision makers, entrusted with significant budgets and their career opportunities may turn on the decisions or recommendations they make. [Read more…]