December 2017
Intermediate to advanced
216 pages
5h 50m
English
Content preview from B2B Marketing Strategy
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04
Getting back to B2B marketing basics
For years now, too many B2B marketers have been completely focused on tactics and channels, with little or no alignment to our brand, our strategy (if we have one!) or our customers. Mark Ritson calls this the ‘tactification of marketing’, and if it’s any consolation to B2B marketers, it’s happening in the B2C world as well.
The constant introduction of new technology is spawning new tactics and channels at a pace with which we can no longer keep up. Every day it seems there is something new and different that we need to get to grips with and incorporate into our marketing activity. And let’s face it, we’re overwhelmed by it all.
So, what should we do?
The four fundamentals for B2B marketing success
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