Ed Gandia

Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at www.bly.com or call (973) 263-0562.

It’s not easy being the marketing communications (marcom) manager of a B-to-B company. There are several unique issues B-to-B marcom managers face: 1) marketing technical products that they may be unfamiliar with, 2) understanding the B-to-B prospect and 3) the motives behind customers’ buying decisions.

There’s a lot of misinformation out there about what works in B-to-B marketing—much of it spread by highly paid consultants with new technology or channels to hype and axes to grind.

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