Strategy
B2B Marketing Foundations
The fundamentals of effective B2B marketing in a digital-first world.
B2B marketing has evolved dramatically, but the fundamentals remain constant: understanding your buyer, providing value at every touchpoint, and building trust over time.
The B2B Buyer Journey
Unlike B2C purchases, B2B decisions involve multiple stakeholders, longer consideration periods, and higher stakes. Your marketing needs to support buyers at every stage of this complex journey.
Building Trust at Scale
The challenge of B2B marketing is building trust with people you may never meet. Content, social proof, and consistent value delivery are your primary tools.
Measurement That Matters
Vanity metrics are particularly dangerous in B2B. Focus on pipeline contribution, deal velocity, and revenue influenced rather than clicks and impressions.
