So much of B2B marketing is about talking to the right person at the right time. We often boil that down to targeting the key decision-makers in organizations, and for good reason.
But there are many people outside of the key decision makers who influence a purchase decision — teachers might influence the principle, a marketing manager might influence a CMO, etc.
Today we're talking about how to identify other roles you need to reach to affect a purchase decision in an organization and how you can you can reach them.
