In Part One of this series, we discussed what it means for a media planner to become fully immersed in his or her B2B clients’ business. As an extension of our clients’ marketing department, it is critical that we understand the intricacies of their trade, and take those into consideration while planning. It is our job to confidently make sound media recommendations that we stand behind, so this is a critical step in the process. After all, we’re responsible for their advertising budgets, so the more we know, the better.
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