Startup Chiefs Offer B-to-B Marketing Lessons
Published 1/16/2013
Author: Christine Birkner
Author Biography
Christine Birkner is a staff writer for Marketing News and Marketing News Exclusives. E-mail her at cbirkner@ama.org.
Summary
B-to-B companies, many entrenched in complex corporate structures, should take more marketing cues from tactics hatched in the startup world, according to a panel of experts at the Business Marketing Association’s January seminar in Chicago. Startups’ cultures of innovation and risk-taking offer lessons that can be implemented in B-to-B marketing, the panelists said.
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