What really matters in marketing?

According to Eka Ruola, CEO of the Finnish agency Hasan & Partners, the most important are people, and in that regard, B2B and B2C marketing are not as different as it seems.

"Companies have never bought any product or service - decisions are always made by people," he said, explaining why it is so important to address people and help them understand why your product or service is a brilliant solution to their problem.

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