B2B Marketing Strategy

Introduction

It’s the middle of the 21st century, digital is pervasive, content is everywhere and business-to-business (B2B) marketing has come a long way.

Or has it?

We’ve adopted new tools and technologies, come to grips with new channels and done a lot of work creating more and more content for our customers to consume. But are we really thinking and doing much different from what we’ve always thought and done in B2B marketing? And are we really any different from our competitors?

The commercial landscape has suddenly shifted right under our feet. We’ve hardly been aware of it, but our business customers have brought their consumer buying behaviours into the B2B world. We are living, working and doing business in an increasingly commoditized ...