How to: Achieve world class B2B marketing today

Siddharth Taparia, VP of marketing at SAP, offers advice on inbound, adoption and account-based marketing

Sales and marketing models in the B2B software industry are dramatically changing. They now closely resemble the B2C models, because enterprise customers are researching, evaluating, and even purchasing products with minimal sales touches. This trend is not limited to the technology industry – it extends to other B2B segments and requires a new set of marketing capabilities.

This article examines the three key capabilities that B2B marketing executives need to evaluate the competencies in their organisation to respond to the new customer behavior: