B2B marketing: A more positive picture

This article discusses two recent and conflicting viewpoints on the state of B2B marketing. Recent research on the topic by the Capsicum Group painted a gloomy picture of the sector, suggesting that B2B marketers are not close enough to customers and do not understand the businesses they work in: this has the overall effect of holding the B2B sector back.

B2B marketing: A more positive picture

Fran BrosanOmobono

The Capsicum Group's research report, featured in the January 2013 issue of Market Leader, painted a bleak picture of B2B marketing.

The accusation is that B2B marketers aren't close enough to customers, don't understand the businesses they work in and don't align their goals with those of the organisation. The overall premise is that this is holding B2B, and particularly the service sector, back.

Omobono's own research, conducted for the past two years with the Marketing Society among senior marketers from over 150 companies, paints a more positive picture....

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