As a business-to-business marketing and communications firm, 4th Avenue Media helps B2B companies develop their story and generate useful content to provide to their customers. The challenge of this task is that the B2B industry can at times be dense with information that isn’t readily known by the average person. When this happens, the company may pick up an unfortunate “boring” stereotype. As a marketer, this poses a unique challenge. We have to overcome this hurdle and communicate with their audience in a way that resonates with them.