B2B marketers can compete with the brilliance of B2C shopping applications such as the one from Zappos.com, writes Corey Eridon. Practical apps could include ones calculating customer return on investment and helping them order supplies or weed through legal compliance. More innovative apps could give customers security alerts or help them plan events. Such apps may not drive conversions, as in the consumer world, but they put your brand in front of customers.

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