B2B Marketing Needs a Stronger Why

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Paul Dunay, author of “Buzz Marketing for Technology” and global managing director of services and social marketing at Avaya, says the balance of content has shifted from publishers to users. “Our messages are being drowned out by user-generated content," he says. To stand out in the clutter, b-to-b marketers need to create a stronger “why” in their messages—telling people what they do, how they do it and why they do it.
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