IBM's "business-to-individual" marketing formula

Stephen Whiteside

IBM, the technology company, believes that "business-to-individual" marketing can help it reach key decision-makers in ways that move beyond more traditional forms of business-to-business messaging.

IBM's portfolio of business-to-business (B2B) products is tilted towards fast-growing sectors like artificial intelligence, cloud computing, and a slew of further software and service offerings.

The marketing strategy for these cutting-edge solutions,...

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