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In “Ecommerce Key for Manufacturers and Distributors,” I addressed some of the challenges that manufacturers and distributors face as they grow their ecommerce operations. In this article, I’ll explore the importance of using personas to design a B-to-B user experience and implement digital marketing strategies.For B-to-C businesses, the shopper and the buyer are generally the same person. The path to purchase is a more direct: product research, pricing research and comparison,
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