American express created a marketing campaign to address the complexities of being a new small businesses owner. their open forum gives advice to business owners through blogs, infographics, and videos. the content is frequently updated and builds the relationship between amex and its thousands of business customers. when a company use this forum to discuss business questions and problems with other colleagues, confidence in the brand increases as prospective business clients see tangible and intangible benefits for them if they join forces with amex. by leveraging their knowledge of their clients, amex creates a pathway for increasing which b2b complexity?