Not unlike consumer advertising, media planning and buying in the B2B space is largely about efficiently reaching a client’s target audience, within a finite budget, at precisely the right time. All the while, we must stay true to a communication strategy, allow for creative flexibility, produce tangible results and stay a step ahead of the competition. Sounds like a lot of work, but that’s not all. While B2B audiences (and budgets) are relatively smaller than those in the consumer world, we still face many nuances that make planning and buying in this space quite challenging. Some of these include:
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