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

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!
Emma

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.

Thanks

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

You guys are geniuses. I love you. Serioulsy, I love what you said in this manifesto, and how you said it.
I am a fan.
I was put on to you through Hubspot, which I’m now
learning, frantically.

Thank you so much.

This has put a spring in my step on this cold Monday morning.

You have beautifully articulated everything I have been banging on about – so thanks because when posing the question of WIIFM – you make me feel good about my marketing and the direction it is taking!

You have written it in a way that is engaging and fun. You are telling your story and sharing your messages in a refreshing way.

Hallelujah.

Francesca

Great manifesto, lots of tips and takeaways. Thank you. We will definitely be following up on analytics.

I am both energized and disillusioned by this great piece of content.

1) The advice is simple and to the point.
2) It has no point if it has no audience. If you judge the merits of this piece by the comments, which your call to action requested as the most important measure of the impact of the piece, isn’t it a flop?
3) If it is a flop, what hope is there for schmucks who can’t even muster a piece half as good?
4) How in the world can everyone compete with more and more content? We are inundated with noise every day and lots of it.

Perhaps we should be content by putting out great content and never worry about the immediacy of a response. I’ve stumbled across this five years after posting. Is it any less valuable for me seeing it now vs. a day after you posted it?

Thanks,
Mike

This was a very good read. I’ve only started (right out of university) to work as a marketing person (don’t want to say manager) at a small agency.

This was, alongside the content marketing strategy checklist, the best thing that could happen today!

Thank you so much.

For now I have to go subscribing to your newsletter!

Be good!
Mike

Accidently fell into the E-book and I’m glad I did. Awesome and informative content. Really started doing some hardcore marketing and this stuff really helps.

All and I do mean all of the information you provided was like a breathe of fresh air. The information was profound in its simplicity. Thank you. You have just become a “thought leader” for this B2B marketer

5 years old but still gold! I’m a newbie in B2B marketing but I can already tell that this stuff is completely different (and BETTER) than the sh*t you here from all those “experts” out there. You really grab the most important part that starts way before the creation of a campaign, which is thinking about your business and what it means and what you can offer people

Hey, I guess the fact that this comment is coming at the end(ish) of 2018 when the first was posted in 2015 is a testimony to the power of your manifesto and the power of great content. Everything you point out has only become more darn important than ever… thank you, you pushed my thinking in a couple of new directions and reassured me of some others.

Great piece of work. Thanks Doug and team. I find your content invaluable in explaining/selling a proper marketing approach to my senior team who still seem hell-bent on the old school approach. This manifesto is a great document to live by for any b2b marketer and one i try to embody on a daily basis.

Amazing stuff! It seems that even 9 years after the publishing of this ebook, most B2B companies are still catching up. You’re way ahead of the crowd on this!

Glad I found your manifesto. In the slush of content marketing material out there, this one shines like a beacon, still so highly relevant in 2020! Such a neat insightful way to show leadership teams and boards that marketing has changed and how. I’m using it to embed a new marketing process in the organisation I work for and I’m keen to see how this changes EVERYTHING. Thanks so much.