Why marketers should employ the back-to-basics approach
It is widely recognised that B2B marketing has a number of inherent differences from its B2C counterparts, largely due to its complexity: complex products, complex markets, complex decision-making processes and complex routes to market.
This is often reflected by the longevity and embedded relationships between B2B agencies and their clients. The learning curve can be a long and steep one and agencies often end up acting - in effect - as extensions of their clients' marketing functions, integral to their marketing architecture, rather than simply a supplier.
Cicero is no exception, with clients in extremely diverse and complicated sectors such as: membrane filtration systems, IT-enabled information services, government-funded multi-site agencies, biotechnology, computer-based testing, or profiled metal building envelope systems; often with client relationships that span decades.