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Is B2B Marketing Obsolete?

February 4, 2009 •

As com­pa­nies bleed rev­enues, prof­its and jobs, it’s ironic that peo­ple are debat­ing the death of B2B mar­ket­ing or its obso­les­cence. And yet I’ve been in sev­eral con­ver­sa­tions over the past week on this topic.

I think a bet­ter fram­ing for the con­ver­sa­tion, rather than death or obso­les­cence, is B2B marketing’s strate­gic rel­e­vance and value con­tri­bu­tion to the cor­po­ra­tion and the mar­ket­place.

I believe that B2B mar­keters need to rede­fine their roles and fig­ure out how to con­tribute more directly to rev­enue growth, mar­ket share gains, bet­ter mar­gins – while solv­ing mean­ing­ful cus­tomer prob­lems and nur­tur­ing 2‑way cus­tomer rela­tion­ships.

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About Me

Semi-retired marketing exec, transitioning from a career in high tech. Now "managed" by two Tonkinese cats. Missing travel and friends on the West Coast. Avid reader and foodie. Staying active with long walks, biking, kayaking and yoga.

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