Insight. White Papers by Constellation.
The Cases For World-Class Marketing
The question arises frequently with companies that have primarily or exclusively B2B customers: ‘Why spend enormous amounts of money on marketing when our customers are already identified and already know who we are?’
Much of the accepted wisdom is that since the subject matter in B2B is the hard parts and high-end intellect of products and services aimed at the corporate audience, they don’t need to be ‘marketed’. Messaging is often amateurish and writing and design standards are not in keeping with the levels of excellence applied to R&D or investor relations. The marketing function is often under resourced and more service than strategic than it could or should be.