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

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, however, is underpinned by different considerations than typically are associated with enterprise-to-enterprise communications, according to Cecilia Correa, Director of IBM's Global Advertising