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Is the B2B campaign dead?

Is it the end of the road for the B2B marketing campaign? Will Green investigates the state of the campaign and asks what, if anything, will rise to takes its place

Perhaps it speaks to the rapidity of change in the world of marketing over the last few years that it has almost become a cliché to declare a formerly key facet of the industry ‘dead’: ‘email marketing is dead’, ‘direct mail is dead’, ‘outbound is dead’. You can probably think of a dozen more examples off the top of your head. Certainly, many of the old certainties no longer apply and it’s unsurprising that even the most fundamental element of B2B marketing – the good old-fashioned campaign – should eventually receive its terminal pronouncement.