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B2B Marketing 123: A 3 Step Approach for Marketing to Businesses
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"B2B Marketing 123" presents a 3 step approach for marketing to businesses that is grounded in timeless principles but recognizes and takes advantage of the brand new marketing world we live in. It focuses on:
1. Understanding audience: This section discusses the special nature of B2B audiences, the B2B purchasing environment, identifying audience hot buttons, audience segmentation, the new audience dynamic, and how to match products to audiences.
2. Leveraging the media of today and tomorrow...