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

Preface

You are holding in your hands a book 30 years in the making; that’s how long I’ve been practicing marketing. It has only been in the past 5 years that marketing has morphed into an almost unrecognizable profession, due to the recent collision of data, creative, strategy, and technology.

When I started working in 1985, it was easy to craft a career first in financial services marketing and then in academic marketing with a little bit of writing talent and some creativity. Still, it was anything but glamorous. The advent of desktop publishing into corporate America was still a couple of years away, and so I typed out newsletter columns on a typewriter, cut and pasted them into layouts, copied them on a photocopier, and mailed them out in ...