While the “B2B” segment of communications has been popularized by the Web, it is hardly new. To the contrary, most businesses today are “business-to-business” enterprises whose universe of customers is relatively small compared to the vast North American consumer public.
The key to successful B2B communication lies in the analysis of the target audience so that correct goals can be set. Once those goals are set during the course of focused discussion with the client, the communication professional can devise strategies to achieve those goals and tactics to implement the strategies.
Depending on the target audience, those strategies may include email, the Internet, direct mail, advertising, news publicity, special events, collateral materials, trade show displays, promotional items and other focused media.