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B2B Marketing: Why Content is the New Creative

By: DeSantis Breindel
Published: 4/29/2011

A revolution is brewing in the world of B2B marketing. Lack of differentiation, fragmented media, complex regulation and brutal competition has turned decision making into a Rubik’s Cube for corporate buyers of enterprise products and services. To differentiate
themselves in the morass, smart business marketers need to add a magical element to traditional marketing, and leverage their proprietary assets and most experienced talent to fuel their intellectual property. Those who deliver valuable, relevant information in compelling, engaging and even entertaining communications that
make their prospects smarter, stand to power-charge their creative, make meaningful connections and win the day.


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