Business-to-business marketers really don't get social media if they think delivering a boring white paper or video is the goal, writes David Murdico. Try using the attention-grabbing business-to-commerce techniques that you may have written off as unworthy of B2B to nurture a real interest in what you do and why you're different, he suggests. "The purchasing decisions are made by individuals who are influenced by the same fun, cool, shiny marketing and tactics that influence B2C buyers. The main difference between B2B and B2C marketing is that with B2B, there are fewer decision-makers for us to target for each product or service," he notes.

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