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Seven Facts that B2B Marketers and Modelers Need to Know
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Fact #1:
Many of the organizations in your customer database aren't businesses. |
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Fact #2:
These non-business firms are institutions that have
different buying behaviors than businesses. |
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Fact #3:
Institutions drive one-third of the U.S. economy with $4.1 trillion, 1.9 million locations, and 31 million employees. |
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Fact #4:
Institutions are larger than businesses, highly recession resistant,
and they mirror your best B2B customers. |
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Fact #5:
Key differences between businesses and institutions can severely affect
the reliability of statistical analyses at the location level. |
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Fact #6:
Many business metrics (like annual sales) are not appropriate for institutions. |
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Fact #7:
Adopting a new view of the institutional segment
can lead to significant financial gains. |
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