March 22nd, 2014
When your target leads are women business decision-makers, it’s not a huge stretch to try and consider workplace gender issues, especially when you think tackling these can help you better understand and engage your leads. Be warned, though, that dwelling too much on things like these can backfire on your campaigns.
March 15th, 2014
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?