B2B is a different beast to corral—challenging me to wear my research cap a while longer. It’s not enough to know my audience and their pain points—I’ve gotta know my audience’s business and what makes their customers tick. Luckily, I first got my feet wet in journalism and I’m quite comfortable with asking lots of questions.

My work targeting business owners, decision-makers, and employees—both existing and prospective—has included websites, print and banner ads, emails and newsletters, articles and blog posts, videos, and training materials. I’ve also served as lead editor for two quarterly trade publications and a contributing writer for a local corporate center-focused monthly magazine.