O'Reilly logo

The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy by Kim Ann King

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

1. The Evolving Marketing Landscape

Image

B2B marketing, also known as business-to-business marketing, is simply businesses selling at scale to buyers in other companies. In doing so, B2B marketers must define their target market, target accounts, and ideal buyer; create products and services to meet the needs of those buyers; and correctly position, price, and promote their products and services in the marketplace.

If only it were as easy and straightforward as it sounds. Marketing supports sales, and in the B2B world, these sales can be large, complex deals that involve multiple buyers, users, and influencers across several departments, including ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required