Why Your B2B Marketing Isn't Working
There are two major reasons why marketing is ineffective at B2B firms, regardless of size or industry: Marketing is viewed as triage. The company applies a collection of tactics (often labeled as a “marketing campaign”) only in response to a problem; typically involving the loss of a key client, or decline in revenue. When business is good, little or no time is invested in marketing. When business (inevitably) takes a dip, marketing becomes a priority. This classic behavior i
