Mark Sutherland

The personal site of Mark Sutherland, eCommerce & Digital Leader

Changing tack in B2B Marketing

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I came across a really good article and infographic on B2B online marketing recently that sets out the steps to take to build a compelling strategy for B2B marketing.

Why is it necessary to review your strategy?

Changes to B2B buying behaviour are accelerating with 94% of buyers doing their research online before contacting a salesperson (link), and sales organisations having to react to that much more informed customer base accordingly.

Google picked up on this in their “think with Google” series in March 2015, highlighting that traditional assumptions about target audience, marketing channel and marketing keywords were all being challenged in today’s marketplace.

So how best to promote and market to this more informed buyer? circlesstudio produced this interesting infographic step-by-step. Whilst I think it needs to be adapted to your business’s circumstances, I do think it provides a good framework for putting together a B2B marketing strategy.


Author: amjsutherland

Hi, thanks for visiting. I'm an eCommerce Consultant and I’ve built and driven websites in both ecommerce and ebanking to deliver increased growth and revenue by focusing relentlessly on improving the user experience. I'm a great believer that the digital world offers traditional and new organisations alike the chance to reinvent themselves, discover new markets and new levels of operational efficiency. On that theme, I spoke recently on the topic of eProcurement and it's place in the Digital Sales armoury of a modern B2B company at the B2B Online conference in London on 1st December 2015. I am available to advise on Digital and eCommerce strategy. Contact me here or call +44 (0)7545 392767

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