Archive for February, 2010
Mapping audiences in B2B markets: building a marcoms strategy
B2B markets are complex structures consisting of different audiences that influence customers’ buying decisions. Marketers need to understand who these audiences are, how they influence one another and the significance of their influence on buying decisions.
Mapping audiences and their connectivity within a ‘sphere of influence’ is the first step in creating a marcoms strategy that [...]
B2B Marketing for Dummies
IAS b2b Marketing, winner of Agency of the Year at the UK’s B2B Marketing Awards 2009, has created a concise guide that highlights how to deliver the right B2B messages to the right people at the right time.Â
The minibook addresses key issues that anyone working in marketing may face with B2B brands. It’s easy to understand [...]
B2B marketing: throw away the begging bowl
Time and again, I hear about B2B marketers continously having to justify their existence within the organisation.
During the past 18 months or so, this demand has risen to painfully loud levels and has been accompanied by huge cuts in marketing-spend.
At a time when margins and market share need to be heavily protected – let [...]
