The B2B Marketing Manifesto: Five Imperatives and Six Staples for Winning the Battle for Attention

The New B2B Marketing Manifesto

B2B marketers unite!

You have nothing to lose but your lousy response rates.

There’s never been a more exciting – or a scarier– time to be a B2B marketer.

It’s not about social media, the web, or email. It’s about a completely new mindset, new buyer behaviours and a shiny new set of tools to address it all.

The Manifesto starts with a call to action and a plea for ambition.

We then look at what’s really changed in B2B (it’s not what most people think).

Then we touch on the barriers that stand between you and glory.

Finally, we identify what you can do about it: five imperatives and six B2B staples — the new weapons in your arsenal, waiting to be deployed. Including:

• What a world view is and why you need one
• Why B2B marketing ‘chops’ are essential to your success
• How thinking beyond digital is the future
• Why exposing your beliefs can be a powerful differentiator
• The six things B2B marketing people really need to get good at, now.

This is the new era of B2B marketing: it’s exciting, challenging, scary – and there’s really no going back.

The only question is: what are you going to do about it?

Click to get the manifesto.


    Great manifesto, as a newbie it really sums it up and let’s me know I am definitely on the right track.

    Though your wisdom seems vast, you aren’t capturing leads with the download? It does say, “Thanks for submitting your details” but I didn’t submit anything I was able to access it straight away.

    I can think of a ton of other newbies that would really benefit from it.

    All the best!

      Thanks Emma.
      No, we’re not gating the Manifesto with a web form (must change that Thank You copy). We figure people will get in touch when they’re ready — or subscribe to our newsletter. We’ve tested gated content and it works for us. But we decided to ungate everything and maximize downloads.

    5 years on here comes comment number 2.

    48 to go.

    I apologise that was mean.

    Only just stumbled across your manifesto, had a good read and it’s great piece.

    Helpful for people like me who constantly need reminding to step away from the bandwagons and get on with the bigger stuff out there.


    It seems what you wrote 5 years ago is just starting making sense for everyone. You probably have a chop here.

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