“As little as 10 years ago, Canadian business-to-business (B2B) manufacturers didn’t worry about marketing. They concentrated on producing the best possible products, then hired good salespeople to spread awareness and sell them. Salespeople were essentially the company’s evangelists. And that system worked well. But the world of B2B buying and selling has shifted. Today, 94 per cent of B2B buyers are doing their own research online before they want to talk with salespeople, according to a 2014 Accenture procurement study.
Marketing has become the new front line for manufacturers, and they have to get serious about it. Here are five key trends: …”