We like to think we excel at B2B marketing. And we enjoy being given the chance to create effective pieces that will distinguish our clients from among the countless materials provided by competitors at trade shows, exhibitions and industry presentations. When created well a marketing piece can be the foundation for e-blasts (direct to consumer e-commerce efforts), environmental graphics, or even be reformatted into trade publications. Many businesses forget that professionals in the trade are consumers first and foremost, and that means an emotional appeal instead of a purely logical one. B2B need not be dull.