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Sparking conversation between user and decision maker

Although decision makers are traditionally targets for B2B marketing communications, there are others within organizations that should be considered when trying to stimulate interest in certain products or services. These influencers can have quite a lot of say in the purchase process, and in fact, may even be the ones to champion a brand. Key influencers are the primary users of the product or service in question—they have the day-to-day experience and knowledge base to accurately appraise a new tool and understand how it could help their work and their organization’s goals.

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