My name is Ceri Jones. I am the Founder of B2B TechMarketing Solutions
I have worked in TechMarketing for 25 years and have seen a lot of change in the Business to business tech industry in that time as well as a lot of changes in customer habits and expectations.
In the Late nineties, working for Oracle, there was a campaign about ‘the Internet has changed everything’ and in my opinion it’s taken another 20 years to fully understand what that means. Digital has changed everything. It has certainly changed Marketing.
A lot of the channels and approaches we use today to reach customers and generate demand have only been around a short time – and with this change to online the market has fragmented considerably. What it takes today to get the right message to the right person at the right time can not be compared with 25 years ago.
And yet the fundamentals of B2B marketing have not changed – and we ignore them at our peril. What our customers need, how we position to serve these needs and how we turn this relationship into measurable pipeline is still the most important question facing Marketing. And it is Marketing Strategy that determines the decisions we make every day in order to achieve the business objectives.
Campaigns are important to execute the strategy; but how do we ensure everyone is on the same page about what we need to do, where we are going to focus our investments and how we are going to measure success?
This is what I want to explore with this blog series on Marketing strategy. I hope you will enjoy reading the first post. Let me know what you think. You’ll find it on b2btechmarketing.co.uk or via the link.