It may be true that some sales reps can sell air conditioning to Eskimos. But air conditioning, snow-making and refrigeration equipment to the Winter Olympics?  That’s an entirely different matter.

For sales reps and marketers, it has never been more important to know your customer. Not just title or job function. Not just buying criteria. But how they get their information. And what do they expect from a supplier, online and in person.

New methods of identifying, understanding, and tracking markets and audiences give you the promise of knowing more about your specific prospects and customers. Research that once would have been prohibitively expensive is now available to B2B marketers at a reasonable cost.

Godfrey has established research protocols and our own research-based brand measurement tool, the brand equity analyzer. Our goal: to give clients a solid basis for business and marketing strategies.