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Businesses don’t buy things—people do. Whether you’re selling sporting goods or SaaS, marketing targets people. In a social, mobile, always-on digital world, B2B marketers have to do just what B2C marketers do: rise above the noise and compete for a buyer’s attention with everything else they’re exposed to — family, friends, baby pandas and bacon. See what B2B marketers can learn from the B2C world. And vice versa.

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