South Africa, June 30 -- The B2B marketing landscape is a complex one in that messaging needs to influence a team of people - the Decision-Making Unit (DMU) - who are responsible for making purchase and implementation decisions for a company. B2B marketers have, for years, treated DMU's as a homogenous group - but it's time to embrace the concept that they're individual people with their own functions, interests and needs, and communicate with them accordingly.

Though the thinking hasn't exclusively been brought about by the way the working world has changed during the Covid19 pandemic, something that many businesses have been able to reflect on is that with the removal of the commute to work and between meetings, and the death of the of...