by Jody Nimetz
B2B marketing can be, and most often is, a complex process. However, a complex process doesn't always require a complex solution. To me, complex means ambiguity and ambiguity means lack of clarity and direction. I find it frustrating when people take a complex process and make it more complex. Why not attempt to simplify the process? In the online world, B2B marketers often try to have elaborate and dynamic websites that feature complex navigation and URL structures with complex messages. Yet one of the most common things that I hear with regards to B2B sites is that there was not enough information or too much of the wrong information to help understand the company's solution offering. Ambiguity anyone?