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Complete B2B Online Marketing by Lauren Vaccarello, Maura Ginty, William Leake

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Chapter 1

Understanding B2B Online Marketing

Let’s face it: business-to-business (B2B) marketing is different. It is certainly different than those deal-of-the-day sites that popped up in 2010, multiplied like rabbits, and lurked around every corner in 2011. If you are tired of listening to case studies showing you how easy it is to increase sales on some ecommerce site or exhausted by going to webinars endlessly hawking some vendor’s wares while promising the moon, then this is the book for you.

We will cover what is crucial for today’s successful B2B marketer. We will show you how to market your business—a business with a complex and considered sales cycle—online. Say good-bye to irrelevant case studies and hello to practical information and ...

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