When I got my first job in business-to-business marketing in 1979, the most important marcom tools were, in this order:
A. Product brochures.
B. Corporate capabilities brochure.
C. Product data sheets.
D. Bylined articles in trade journals.
E. Application briefs.
F. Case studies.
G. Ads in trade journals.
H. Trade show exhibits.
Today, A and B seem to have vanished, but C through F still exist — if not in print than at least online. G and H also exist, but seem diminished in importance and effectiveness.
If I were to attempt to compile a list of the most effective B2B marketing communications today, it might look something like this:
A. Company Web site.
B. Search engine optimization.
C. Online ads.
D. White papers.
Would you modify my list above? What am I missing? What REALLY works like gangbusters in your B2B marketing today?