©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Business-to-business marketing may be one of the least understood disciplines in business.
It’s ironic, because consumer-centric marketing has been widely popularized – just check out the marketing section at any bookstore or peruse the curriculum of most MBA marketing programs. But while a number of consumer marketing concepts have analogs in marketing to businesses, it’s not a simple translation from targeting “Joe” to targeting “Joe’s Discount Auto Parts” with 28 stores in five states.
That’s certainly true in search marketing.