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B2B Digital Marketing: Using the Web to Market Directly to Businesses by Michael Miller

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Introduction

B2B marketing is different.

Of course, I don’t need to tell you that. You deal with B2B-related issues every day. Reaching out to business customers requires a much different approach than reaching out to the average consumer; the sales cycle is much longer and more involved. (And often touches multiple decision makers in an organization!)

It goes without saying, then, that digital marketing in the B2B space is also different than B2C digital marketing. Oh, the tools are all the same, but how you use them is a much different deal.

That’s assuming, of course, that you’re using digital marketing in your business. I hope you are, but I can’t assume so; for some reason, B2B companies have been slower to adopt new media than have B2C ...

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