Performance-driven Marketing in B2B

"In B2B markets the recent downturn accelerated new trends that will be soon the norm in the future. Customers are becoming more demanding, by insisting on very competitive prices and services for existing products while at the same time demanding more complex and tailor-made solutions. That poses a big challenge for marketing organizations. Marketers on one hand need to design seamless and very cost competitive transactions processes. On the other hand they have to invest in understanding down stream markets and -trends to be able to accelerate innovation that adds value to every sale.  Working with large and global corporations means that these capabilities and expertise need to be deployed globally. Adding to the top line and to be able to transform the earnings profile of a business, requires a new very flexible, agile and performance-driven B2B marketing organization”