By Jay Lipe
Business-to-business buyers are buried in choices these days. A typical Google search generates millions of results. Even the simple question, "Do you know of any consultants who can help us with this project?" receives a laundry list of answers.
How's a buyer to winnow the list prospective service providers? More to the point, what's a services marketer to do?
With overstressed buyers facing a sea of information, marketers are now starting to realize that providing more information isn't the answer. Instead, more and more service businesses are positioning their companies as concierge marketers.
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