B2B Marketing Strategy

02

All that glitters

B2B marketing’s obsession with the latest tools and tactics

Every autumn we start to see a trickle of what becomes a new year’s flood of marketing ‘top trends’ and ‘predictions’ for the year ahead. And every year the vast majority of this ‘insight’ is from a marketing ‘inside-out’ perspective, focused on the technologies, tools and tactics that are the ‘must-haves’ for marketers in the coming year. Of course, we all know how technology has fundamentally changed our customers’ buying behaviours, profoundly altering how they engage with our organizations and thus impacting what we choose to do as marketers. And we need to know and understand what’s here and what’s on the horizon, as well what’s driving the consumer world, ...