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.