B2B Marketing Strategy and Technology


Recent Articles and Reports 

The New B2B Marketing in Practice:  Lessons in Content Marketing, Lead Nurturing and Scoring.  By Susan S. McKittrick.  Published by Patricia Seybold Group. November 18, 2010 

 

Summary: 

 

This case study draws on the experience of a B2B marketer who set up content marketing and lead management processes, enabled by technology, at two very different companies.  Her work points out the critical importance of understanding the customer deeply, developing good processes, and using technology to facilitate experimentation.

Document

B2B Marketers Prepare to Get the Most Out of Today's Technology Tools.  By Susan S. McKittrick.  Published by Patricia Seybold Group. August 12, 2010.

 

Summary: 

  • Traditional marketing experience and education fails today's B2B marketers, who face major changes in how buyers buy and tremendous opportunities to use technology to drive faster growth.
  • A seven-step framework described in this article highlights specific actions marketers can initiate to adapt to the changed B2B marketplace.   
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Implementation Challenges Limit B2B Marketers' Success with Automation.  By Susan S. McKittrick.  Published by Patricia Seybold Group. July 1, 2010

 

Summary: 

  • B2B marketers' jobs have changed significantly in response to changes in the way their customers buy.
  • Effective use of marketing technology yields significant positive impacts, yet most implementations underperform against their objectives.
  • Why?

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