The Fellows Fundamentals: The increased power of B2B marketing

As part of The Fellows Fundamentals series Kate Mackie looks at the rise of B2B marketing.

Business to Business (B2B) marketing is an area of increasing interest, not least because the size of the B2B market outweighs its Business to Consumer (B2C) sibling, by some margin. At the time of writing the fastest growing companies are those with a B2B focus. However, many marketers still see B2B as the poor cousin of B2C, as both less creative and less interesting.

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