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Can B2B Appointment Setters Apply Gender Appeal?

March 15th, 2014

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This question is a no-brainer in B2C marketing. In that world, gender-based targeting and positioning tactics are as common as dirt — for obvious reasons. Besides having distinct tastes and preferences, male and female consumers tend to arrive at buying decisions in vastly different ways as well. This begs the $64,000 question: do these differences also affect the way B2B buyers decide?

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