What B2B Marketers Need to Understand About the Power of Relevance in a World of More

You know that feeling you get when you receive a great gift? One that’s been specially picked out for you by someone who really understands you? You can tell the giver understands what you like, they know what you want, and most importantly, they know what you don’t want. There’s something that feels really good about opening a gift that’s been tailored to you. Especially when we’re surrounded by so much stuff in our lives, a gift that feels personal to us stands out so much more. It’s relevant. And it’s this sense of relevance that makes it special. Relevance matters, to gifts, and to marketing Gift-giving and marketing have a lot in common. How? Well, just like a great gift, great marketing requires us to know a lot about our customer ahead of time. Not-so-great gifts (the ones you [...]