The Best Tools for B2B Marketing

27Jan09

In a recent blog post for Marketing Profs, Dana VanDen Heuvel talks about the importance of Thought Leadership as a marketing tool for B2B Marketers.  He summarizes a number of studies from the Economist Intelligence Unit (EIU) and others which show implicitly how Thought Leadership is among the top ways that B2B marketers can appeal to their target audiences.

He says:

“If you’re a B2B marketer, there’s never been a better time to pursue thought leadership (and social media, for that matter) as a valuable addition to your existing go-to-market strategy. No, not everyone will, can or wants to attempt to be a thought leader, but the rewards are significant for those that pursue this strategy.”

Among the top ways B2B marketers can reach out to their audiences, are meetings and conferences, and original research (white papers, studies, reports, etc.).  That’s from a question asked directly to businesses about what is the best way for B2B marketers to communicate with them.  In B2B marketing it’s important to know that audiences are looking real content, not just a marketing dialog.

tl_b2b-how_to_reach

It’s also interesting to note that email continues to be one of the major areas of focus in the B2B marketing mix for 2009, in spite of losing pace to other types of media in other markets. Here’s a chart from a newly released research report compiled by Go-To-Market Strategies:

Marketing Mix Focus

Tell us your side

What have you found to be the best way to reach out to the B2B audience? Do your current practices align with these? Do you think these statistics accurately reflect your market?

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11 Responses to “The Best Tools for B2B Marketing”

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