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... www.b2bm.biz www.cicero-marketing.com www.ci-research.com Produced by B2B Marketing Insight 2007 Business-to-business (or B2B) marketing has historically been seen as the 'poor relation' of the marketing world, focused on selling less sexy and often highly technical products or services, to a smaller audience and with very limited marketing budgets. Whilst it is true that there are fundamental reasons why B2B can be more complex than consumer marketing - quality of data being chief amongst them - this negative perception of the B2B sector has overshadowed what is a vibrant, dynamic and creative industry, which is critical in the effective functioning of the UK economy. B2B Marketing, Cicero and Ci Research wanted to challenge the conventional view that business marketing was somehow inferior to B2C. We identified that one of the main problems the sector had was the low level of understanding and visibility in the wider marketing world. This was hindered by a lack of

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