Chapter 5

Branding in the B2B World—New Opportunities

Most business people traditionally feel that B2B (business-to-business) is a vastly different world from B2C (business-to-consumer), and their respective business development and marketing practices have nothing in common. This assumption is no longer true. The digital revolution has broadened the scope of resources and tactics used in both worlds and has added intense pressure on B2B marketers to become more customerfocused, competitive, and innovative.

A good example of how social media has affected B2B is illustrated from the recent experience of Patricia Martin, a noted author as well as CEO and founder of LitLamp Communications. She attended the SXSW Interactive conference in Austin, ...

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