Conor Wilcock
Conor Wilcock is managing director of the business-to-business practice at Basis, an insight consultancy. He spent sixteen years at B2B International, starting in its fieldwork center and rising to managing director for Europe. He has led research for clients across Europe and North America, including Amazon Shipping, BASF, BP, and Samsung. His work covers segmentation, market assessment, and how to target B2B buyers.
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Economic Buyer vs End User: Why One Pitch Won't Sell Both
A B2B purchase has more than one buyer. The executive who signs and the user who adopts want different things, and a message aimed at one can put off the other. How to map the roles and speak to each without changing the offer.