As marketers, we have often thought of ourselves as either targeting businesses or consumers to buy our products and services. A whole range of books and an endless stream of blogs can tell us how to succeed using either of these schools of thought. We can look to some companies that are known for how well they seem to manage one or the other"¦ but we'll miss the opportunities technology is giving us today.

In my marketing career, I have helped sell everything from 99-cent impulse bags of potato chips in the grocery store to multimillion-dollar, multi-year market research programs to global Fortune 100 companies. Through all of that, I have never been more excited about the potential opportunities we have to connect with potential customers in new ways, all thanks to technology.

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What is "B2P Marketing"?