B2B is a lot like dating. You find someone with similar interests, ask them to join you for coffee. You talk about yourself and you ask questions about them. You find out their desires and life goals and if all goes well you see each other again. And then the deal making process starts. I’ll cook you dinner if you take me to the movies. I’ll go to your cousin’s wedding if you go to Comic-con with me.
Forrester Research says that many B2B marketers need to brush up on their courting skills if they want to enter into a long-term relationship.
Business Marketing Association Chair Steve Liguori says,