We've all heard marketing is the growth engine for any successful company. However, marketing is so much more than attracting new customers.

Marketing is responsible for ensuring a strong relationship is built with the customers. Business is personal, marketing makes sure every customer feels welcome.

My name is Adem Sengul, I’m the Head of Global Demand Generation at Cisco.

In this article, I’ll talk about understanding the three fundamentals of B2B buying behaviors, how you can identify influencers and decision makers, the importance of delivering strategic product and developer marketing activities, and the positive impact this will have on the way you engage with your prospects and customers.

Let’s go ahead and dive straight in.👇