B2B marketing is having its moment in the limelight. Investment, particularly in the technology sector, is booming. Investors want organic growth, bigger market share and more penetration to create returns on their spend. Everyone is looking at marketing to find and deliver this growth.
It’s a time of change and of great opportunity. The models we develop over the coming years may define our industry for a long time to come. But if we are to grasp that opportunity, we need to understand the principles that empower marketing to become the engine room for growth.
We spoke in depth to ten leading B2B professionals who are helping to shape future marketing strategy in their organisations and beyond. Their experience and insight has been distilled into ten principles that will define growth marketing over the coming decade.