IntegratedB2B is born from countless conversations we’ve had both with professional colleagues and our B2B clients about how to close a steadily widening gap between the way they communicate with their B2B audiences and the way those same audiences want to be communicated to. And about how to use both offline and online tools in a tightly integrated way to do it.
Things change quickly in B2B sales and marketing. Marketing and communication managers realize how much they, too, need to change what they’re doing to reflect a world in which the B2B buyer has greater knowledge and resources. They know it – and their executive management knows it, too.
So that’s the first problem this blog tackles: helping B2B companies to understand the new breed of B2B buyer now ruling their world. The second is figuring out what to do about it. Sometimes, we also ask questions and discuss topics more broadly related to business success, particularly for people working in industrial markets.
We’d like to welcome you on this journey, hoping that you will find inspiration and motivation in our own posts as well as those of co-bloggers and others who have been advising B2B companies for many years. And we hope your participation and feedback will help to keep IntegratedB2B relevant and useful for years to come.
Glad to have you aboard!
David Hoskin and Jonathan Winch