"B2B Marketing 123" presents a 3 step approach for marketing to businesses that is grounded in timeless principles but recognizes and takes advantage of the brand new marketing world we live in. It focuses on:
1. Understanding audience: This section discusses the special nature of B2B audiences, the B2B purchasing environment, identifying audience hot buttons, audience segmentation, the new audience dynamic, and how to match products to audiences.
2. Leveraging the media of today and tomorrow: Step 2 presents an overview of all B2B media and covers general media trends, developing an audience-driven media strategy, basics of B2B online marketing, B2B use of social media, how to evaluate media ROI, and inbound vs. outbound marketing.
3. Creating a customer-centric culture: This section addresses the need for a customer-centric culture. It discusses customer-centric strategies, developing a customer-centric marketing plan and budgetary planning.

This eGuide is written by Barry Silverstein, a B2B marketing expert with over 35 years of branding and marketing experience. A wealth of additional resources are included.