B2Bs need an attitude shift: become a B4B

At times, I can’t but feel a bit of desperation when I see B2B companies still stubbornly marketing themselves from their own standpoint. Go to almost any B2B website or read almost any B2B company brochure and you’ll see it inundated with phrases like “we provide our customers with…” or, worse still: “XYZ is a company that provides its customers with…”.

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