The world of marketing has changed. Especially in the b2b marketing industry. Successful marketing used to be a toolset of tactics that usually revolved around advertising and utilizing space. It was the act of getting your name “out there” so people would learn about you and your services. Then buy from you. The past b2b marketing industry used devices such as publication advertisements, press releases, trade shows, billboards, tv ads, radio ads and many other “spaces” for telling the customer about your organization, product or service. From talking to many advertising and marketing gurus with several decades of experience, they explain that it was that easy. Run an ad in a publication and watch the sales grow. Dump money into a TV ad and watch the customers come running. It doesn’t work like that any longer. That’s not enough. There is a new b2b marketing industry. And it’s time for everyone to adjust.
Today the new b2b marketing industry includes terms like Growth Hacking and Content Marketing. The role and responsibilities of the marketer is less about tactics and more about Product Market Fit, content creation, managing editorial calendars and building relationships with customers. What I’ve observed is a lot of traditional marketers are uncomfortable in this new territory. The rug has been pulled out from under their feet and they are left learning to do their job all over again.
Truly, it’s not that complicated. It all comes down to one thing. Relationships.
