The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy

Introduction

When this book is published, it will have been 20 years since the introduction of the World Wide Web, signaling the start of the commercial Internet and the turning point when businesses started to build websites and market themselves digitally. It seems like another lifetime, even quaint, that a company could even exist without a website, paid search, social media, online video, online wire services, digital content, or automation, but that was the reality of marketing before the Internet. These new tools have changed everything about our jobs and the profession itself. Here are just a few things that I’ve learned about using the technology that has become so vital in marketing:

Technology solves nothing without established goals, ...