Jennifer Strange
Jennifer Strange is a Research Director at B2B International, based in the United Kingdom. Her work spans data analysis and the development of research findings for business-to-business clients. She writes on research practice, including buyer personas, product frameworks, and running workshops and focus groups, and co-hosts episodes of the B2B Insights Podcast.
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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.