In today’s highly digital, ever-changing world, businesses that sell to other businesses (B2B) face a multitude of marketing channels, tactics, and platforms as options to reach their target. The good news is that there are many ways to reach your target audience effectively – the bad news is that the best path is often unclear.
When companies are pursuing growth options, there are many paths to consider including product/service improvements, channel development, and target market expansion — to name a few. Companies that sell directly to consumers (otherwise known as business-to-consumer, or “B2C”) often consider the option of expanding their markets into the business-to-business (B2B) space and selling their product
