Marketing for Small B2B Businesses: How Content Creates Marketing Muscle and Powers Traditional and Digital Marketing

© The Author(s), under exclusive license to APress Media, LLC, part of Springer Nature 2022

A. SchulkindMarketing for Small B2B Businesseshttps://doi.org/10.1007/978-1-4842-8741-5_1

1. The Marketing Mindset

Andrew Schulkind¹  

(1)

Rhinebeck, NY, USA

 

• Marketing isn’t about you

• Marketing is a process, not a project

• Marketing must match execution

• Marketing won’t work in a vacuum

• Marketing isn’t only about winning more work

• Branding supports marketing, marketing supports sales

• Key takeaways

A few years ago, my firm and I began working with two clients within days of each other. Both were small businesses with fewer than 35 employees. In both cases, the CEO was perhaps a little more involved in marketing decisions than perhaps they should have been.

In the first ...