During our 40+ years as a B2B publisher, we’ve had a simple three-word mantra that’s uttered any time we face a strategic question: Follow your reader. When doing so, we’ve always found our answer. We think marketers are the lifeblood of successful B2B companies. So, we asked ourselves, “What would it look like if we applied our ‘follow your reader’ principle to B2B marketing? Would it be possible to develop a framework to help B2B marketers?” And from there Follow Your Buyer was born.