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If we have learned nothing else from reading the pages of this magazine, it is that B2B marketing is an enormously rich and complex field with its own specialist concerns, issues and techniques. We in the B2B field have spent many years beating the drum about how marketing B2B products, services and companies needs a proper understanding of this environment. There are times that we complain we are often treated as the poor cousins of the marketing world, but that is usually an argument based on the relative size of marketing budgets.
But although size matters, the growth of B2B marketing spend relative to consumer marketing shows that B2B is now a vital and important part of the marketing world. We are in fact not the poor cousins, but close relatives who live somewhere else.