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The nature of business-to-business (B2B) marketing is changing. What was once primarily a tactical function supporting the sales force is transforming into a strategic partner. Even as B2B marketers are under significant pressure to do more with less, they must address a broad set of requirements beyond brand advertising, trade shows, and getting the company's product catalog in front of target customers. In addition to these core activities, leading B2B marketers are now playing a more strategic role in building customer insights, developing integrated campaigns across traditional media and new digital platforms, and supporting relationship-building programs with key purchasing decision makers and those that influence product specifications.
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