As businesses become ever more adept at creating their own digital marketing strategies, they are sure to expect the same or better from you when you try to engage with them.

How can you ensure your B2B digital outreach is a consistent winner in such a competitive environment? According to Beth Comstock and Linda Boff, writing at the HBR Blog Network, you need to focus on "three core qualities at the heart of digital marketing to business customers."

These three core qualities are:

Radical transparency. In today's digital world, honesty is the absolute best marketing policy. That means clearly stating how your product or service "stacks up" against the competition, say Comstock and Boff. They cite a success story:

• Dell has invested in ratings and reviews and received an unexpected positive customer response.

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