“I spend a lot of time talking with executives at business-to-business (B2B) companies about digital marketing — assessing the competitive lanscape, evaluating options, and defining strategies. Digital marketing is appealing to B2B companies — especially the small- and medium-sized (SMB) sector — for many reasons, but it’s especially attractive because of its accessibility, targeting ability, and track-ability.
Until recently, meaningful marketing and promotion activities were often cost-prohibitive to many B2B companies; advertising via television, radio, print and event channels requires a significant upfront cost, and not much opportunity to make adjustments on-the-fly. Digital marketing is quite the opposite.”
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