The old sales model from Awareness to Interest to Desire to Action (AIDA) does not suit today’s’ B2B landscape anymore. As Frank Cespedes and Tiffany Bova state in their 2015 HBR article, “customers want to deal with people who can help them move toward a purchase decision, be the internal champion at the vendor, and bring it together for that customer. In fact, B2B buyers report that, compared to other sources of information, these interactions are the most influential in their decision making process.” Interestingly, they report that social media is the source considered the least influential in the buying process. Read the full article.