Why Business Marketers Need to Think More Like Consumer Marketers

As I talk with business-to-business marketers, I find there to be particular frustration over what they have lost in a web-centric marketing environment.  They can?t run glorious spreads of soaring airplanes.  There is no place for that memorable Intel Inside four-note sound.  And you can?t squeeze a headline, two paragraphs of text, a logo and a legal disclaimer into a 728 by 90 banner.