The marketing profession changes so fast that even the best educational programs can't keep up. One of our favorite parts of every consulting engagement - and a necessary step to make sure our work is successful - is to transfer our professional knowledge along to our executive clients and their marketing staffs. This approach is particularly important for our B2B clients since most general professional development resources are designed for B2C companies.
The fundamentals of marketing haven't changed in a century, but the strategies and tactics to be successful in the speed-of-change markets we live in now, heavily influenced by disruptive technologies like social media, are changing rapidly. In the process of our work, we have begun documenting some of the most essential "new rules of thumb" for helping B2B organizations market themselves. These materials will be housed here and on our blog. All new materials added to this site will be announced on our blog.
What is B2B Marketing?
A straightforward look at Business-to-Business (B2B) marketing as distinguished from Business-to-Consumer (B2C) marketing, evaluating the major differences according to the six dimensions of marketing: Branding, Product, Target Market, Positioning, Pricing, Promotion and Sales.
What is B2G Marketing?
A straightforward look at Business-to-Government (B2G) marketing as distinguished from Business-to-Business (B2B) and Business-to-Consumer (B2C) marketing, evaluating the major differences according to the six dimensions of marketing: Branding, Product, Target Market, Positioning, Pricing, Promotion and Sales.
Do You Really Need A Brand?
Traditionally, B2B marketers have implemented new brands through static logo updates or new advertising campaigns. Personal relationship selling was enough to make up for the lack of public presence a solid brand could provide. But no more.
CMO's Guide to Social Media
A slide presentation and detailed document looking at the underpinnings of change in marketing as a result of social media. Documented with over 45 links, this is a comprehensive review of how the CMO's world is changing.