Marketing is never easy, but B2B marketing can be especially tough. Not only is the pool of potential clients and customers a great deal smaller than the general population, but prospects that do exist tend to be more informed and discerning.
Changes to marketing and business in general due to the growth of the Internet over the past 20 years have made things more complicated as well. Traditional B2B tactics like print marketing are increasingly falling by the wayside, with the new and rapidly evolving digital ecosystem filling in the gaps. Nowhere is this trend more apparent than with the rise of social media channels like LinkedIn.