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What’s the best marketing tool for B2Bs? It’s not what you think.

One of the secrets to successful marketing is the ability and willingness to pivot on an almost daily basis. This means being open to new marketing tools, evaluating them for your particular organization and adopting what is truly cost effective.

It also means standing strong when higher ups balk at using legacy tools, such as media releases and blogs, as long as they still work. And explaining why some tools, that everyone else is using, such as Facebook, are probably not going to be cost-effective for a B2B.

There is no magic bullet, but there are proven marketing principles and dozens of tools that can be very effective when customized for each organization. The key to success is adapting these tools in the right combination and continually evaluating their effectiveness on a monthly basis.

Some marketers say the discipline has become too complex and achieving results requires time and effort they are no longer willing or able to expend. But the only real effort required is continually being mindful of the tools you are using and mindful of marketing innovations as they arise. Today’s marketing environment isn’t complex—it’s exhilarating.

The bottom line is that if you are waiting for a revolutionary marketing tool to come along and deliver results all by itself, you will have a long time to wait. The surer road to success is choosing the most effective set of solutions for your organization and adjusting them. There is a good list of tools here:


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