B2B marketing is an interesting mix of strategy, execution, digital tools and analytics. Businesses do not have the option of online, offline, digital, creative marketing. Effective marketing is the right balance between all forms of marketing with the single aim of building brand strength and lead generation.

The marketing challenges vary depending on the stage of the business. Mid-sized companies have different marketing challenges and goals as compared to enterprise businesses. While younger companies deal with tight budgets and resource availability for marketing, enterprise businesses deal with the challenges of large and geographically dispersed marketing teams that operate in silos.

Whatever may be your business size or stage, the first step in defining your marketing framework is your market segment and marketing goal. The strategies and actions are derived from this clarity of purpose.