It began in 1872 with a guy named Montgomery Ward who started a catalog so you could buy stuff. Advertising as we know it really started in the 1920’s (less than 100 years ago). B2B marketing, formerly known as industrial advertising, started in the 70’s with Journals. Today? 3-out-of-4 businesses serve other businesses. B2B is where it’s for most teams.
The sad truth is that most of the effort is done by people who don’t care…selling products and services to people who care less.
My KPI opener if you’re in business? Having an amazing B2B ad campaign is good…having a team of people who care more is better. Having both is a great goal to have.