2B Marketing 101: What Does the Buyer in The Chair Not Know?

Basic B2B Marketing: What Does the Buyer Know?

A Legendary Lesson in No-Nonsense B2B Marketing In 1958, Business Week Magazine published a jolting B2B ad known as “The Man in The Chair.” I first saw this ad decades later when it was featured in an Advertising Age retrospective and I was just starting out in my career in B2B Marketing. The ad’s simple design,…

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