Strategic Business-to-Business Marketing

How to succeed in business-to-business markets

Business-to-business (B2B) competition has never been fiercer. Are you launching innovative services or products on the market? You will be imitated in no time. Look for real competitive advantage (that’s the message you will hear again and again).

At the same time, price margins are under increasing pressure, as the purchasing function gains strategic importance. Moreover, customers are bombarded with advertising messages through a multitude of media. Your sales people are finding it harder and harder to get a foot in the door.

So, as a marketeer, how do you adapt to these new market conditions? To stay relevant in today's competitive landscape, you need to find answers to the key shifts in your industry, the competitive manoeuvres, and the increasing customers demands. Are the old strategic approaches and segmentation charts still valid? What is the best way to configure your product or service? And how do you manage your sales force to support your communication, distribution and sales efforts?