Strategic Business-to-Business Marketing

How to succeed in business-to-business markets

In business-to-business 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.

Meanwhile 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.

As a marketeer, how do you adapt to these new market conditions? Are the old strategic approaches and segmentation charts still valid? What is the best way to constitute your product or service portfolio? How do you communicate all this in an integrated way for maximum impact?

And how do you manage your sales force to support your communication, distribution and sales efforts?