A lot of business to business marketing has become watered down by ad agency, marketers, and buyers that have lost focus on what the goal of business to business communications really is…and that is to sell stuff.
So affinity programs and impression ads shouldn’t be at the top of what you are doing if you are in business to business. It should be a lower level tool for you.
Most of your focus should be on finding ways to add value…and talking in terms of how your services are going to help businesses.