For those of you, like me, who have been in marketing for more than 10 or 15 years you would have witnessed a lot of changes in the industry. The internet, which has become accustomed to everyday life, has probably had the biggest impact and has been the main driver for the evolution of b2b marketing.
Before the internet no one really heard from the smaller brands as it was just large companies that could afford lavish advertising budgets, but now the playing field has been levelled. So that small companies can compete with larger ones and in fact rather than the organisations being in charge of the selling process, the buyer now has a lot more control. Researching options and making purchase decisions well before direct contact with the company. Challenging marketers to look for new ways to communicate, track and maintain the engagement.
In our guide ‘The Evolution to B2B Marketing’ we adapt Aristotle’s ‘Four Humours’ theory and apply it to marketing, identifying the four disciplines marketers need to balance in order to engage with prospects and buyers.
The four disciplines are:
- Business Process and Workflow
- Customer and Prospect Understanding
- Marketing Automation
- Creativity and Innovation
To ensure your marketing is relevant, respected, reaching the right audience and delivering results to the organisation download ‘The Evolution to B2B Marketing’ and find out more about the four marketing disciplines.
If you have any further questions or want to know more about b2b marketing 2.0 we’d love to hear from you.