B2B marketing is functioning in an increasingly fast-paced and complex business landscape with
a wealth of new technologies tools and channels and where customers are more in control of
the buying process than ever before. With the imperative to become 'digital' B2B marketers
have become consumed by the marketing activity itself - the tactics - instead of the outcomes
marketers want and need to achieve for customers and businesses. B2B Marketing Strategy
provides fresh insight into the challenges marketers are facing in such an environment and
offers a new framework for developing B2B marketing strategy and plans. Written by an
internationally recognised and award winning senior marketing strategist B2B Marketing
Strategy is a thought-provoking and comprehensive exploration of the state of B2B marketing.
Expertly examined this book will challenge the perspective of B2B marketers by confronting and
refuting the many fallacies that currently dominate the industry. Filled with real-world case
studies and practical actionable insights B2B Marketing Strategy takes the reader through
three phases of thinking doing and being different in order to make B2B marketing memorable in
the hearts and minds of customers creating lasting customer engagement.
