Changes in B2B Marketing

How has B2B marketing changed in the last decade? Well in our business physical brochures are becoming less common, PDFs are prolific, websites are the order of the day and there are many other changes as well.

I was pleased to read a nice, succinct article at marketing.co.uk that talks a little more about these changes in B2B marketing.

One of the factors that is changing these days with regard to B2B marketing is the brochure culture. We often relied on brochures to introduce our business. However, it is changing dramatically, these days. Businesses are moving away from printed brochures. So if you are thinking of making thousands of copies of your brochure, hold on for a moment and look around to see what is happening in your industry. Most of the niches have moved on to using online versions of their brochures.

You will look outdated if you are going to run around with your printed brochures or send them through the post. You will also be able to reduce your marketing expenses by uploading your brochures online. It is much faster and easier to distribute your brochure to your target audience. Moreover, you can save a lot of money. Today not many people ask for brochures, rather they ask for a website URL. It is also much easier for your customers to review your brochures online as they do not have to carry it along with them, they can access it anytime from anywhere. So why waste your money and efforts on brochures. By going online with your brochures, you can go green.

Kevin Harrington

I’m a UK-based B2B marketing consultant, specialising in strategic advice for SME business owners. I bring extensive hands-on expertise to every client engagement. Senior leadership roles across technology, media, payments, and publishing have shaped my practical approach. Highlights include serving as Chief Marketing Officer at The Panoply plc (now TPXimpact), Chief Commercial Officer at Tungsten Network, and Global Marketing Director at BBC Worldwide. Over the years, I’ve guided numerous SMEs through transformation and value creation. Helping businesses evolve and thrive is a genuine passion. Practical marketing insights and succession planning strategies are at the heart of what I do, as I believe growing a business’s asset value should be a rewarding and positive journey for every entrepreneur.

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