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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.