B2B Marketing. What’s the story?
Welcome to The Long Hello: making B2B marketing work for the bottom line.
It seems to me that the power of marketing - what marketing can achieve commercially - is generally underestimated in the B2B environment.
Perhaps this is because the marketing function is misunderstood, or perhaps it’s because the marketing ‘voice’ doesn’t carry enough authority within B2B companies. Maybe the two things perpetuate one another: “It just doesn’t work for us. We spend money but don’t really see any results.”
Over the years, I’ve often got the impression that B2B marketing is viewed as a sort of necessary evil – one of those things that just comes with being in business.
For me, two changes are needed in order for B2B marketing to have a positive impact on the bottom line:
- marketers need to be much clearer about their commercial goals
- companies need to set much higher expectations for their marketing efforts
Previews of articles on The Long Hello can be viewed via these links to the main categories:
Achieving bottom line objectives in B2B marketing
Applying the commercial power of brands in B2B
Addressing B2B buying motivators
