1. The Evolving Marketing Landscape
B2B marketing, also known as business-to-business marketing, is simply businesses selling at scale to buyers in other companies. In doing so, B2B marketers must define their target market, target accounts, and ideal buyer; create products and services to meet the needs of those buyers; and correctly position, price, and promote their products and services in the marketplace.
If only it were as easy and straightforward as it sounds. Marketing supports sales, and in the B2B world, these sales can be large, complex deals that involve multiple buyers, users, and influencers across several departments, including ...
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