As B2B marketers, it’s our job to guide our customers on a journey. This journey should take them from the point of discovery, along a route that inspires and informs, until they reach a destination where a commercial arrangement formalizes the relationship.  While many people speak of their incredible adventures in business, you should never confuse your customers’ journey as an adventure. By nature, an adventure is chaotic, longwinded, and potentially dangerous. This isn’t a route you want to take your clients along.  While every customer journey is different, there […]