Blackboard co-founder: 5 tips for communicating a B2B brand's value

05/13/2013 |

Blackboard co-founder Michael Chasen credits business-to-business marketing communications with helping to build the company, which sold for $1.64 billion two years ago. Chasen's five rules for B2B communication, outlined in this article, involve storytelling to define the company's brand, thinking broadly about who might become your buyer and seeking good advice while maintaining confidence in your own expertise.

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