There is increasing crossover in the marketing techniques used for business-to-consumer (B2C) and business-to-business (B2B) communications. Cliff Holsenbeck, Sr. Director of Product Management, iconectiv, discusses the reasons behind this movement and look at some of the marketing techniques that are crossing over from B2C into the B2B space.
The key requirement for any great marketer is to know their target audience; that is a given whether in B2B or B2C. There are many similarities when designing and implementing a marketing campaign, but there are also specific and important differences in both the strategic and practical approaches to each discipline.
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