BtoB is not like BtoC. in btob you speak on behalf of your company. relationship, adoption, trust, innovation. you can't force any of the ways to create value in today economy you can only foster them.when fixing a real problem you develop a relevance and people will stay loyal. it's all about relationships. forget about the artifices. if you're too perfect in the old mkt way, there's no room for them. @cecildijoux