Marketing investment planning – B2B catches up

Alexander Baldock

In the past, B2B companies were likely to see marketing as the cosmetic sheen to be papered on to a commodity in the hope of faking distinctiveness.

Marketing Investment Planning B2B Catches Up

Alexander Baldock Prophet

From financial services to pharma to energy to construction equipment leasers, B2B companies have embraced marketing. With competitive pressures every bit as intense as in fmcg, they have to identify sources of profitable growth, promise a better solution to customers, and ensure efficient and effective delivery on that promise. GE, IBM, BP, UBS, HP and Eli Lilly, among others, are all mandating their marketers to lead that process.

They face the perennial challenge of all marketers. How much to spend?...

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