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Decision-makers seldom, if ever, read brochures or product data sheets or any of the traditional marketing materials. If they’re needed at all, such materials should be specifically targeted at lower-level folk (gatekeepers and speedbumps) who worry about such details. When a company decides to sell M2M — which is where the big B2B money is located — they’re making a decision to operate on a level where mass-produced marketing materials are ineffective.
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Comments
I try telling clients this all the time, but they hold on to brochures like a crutch.