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The Myth of “What’s Working” in B2B Marketing

September 5, 2018

In the agency business, clients look to us, naturally enough, for advice on what’s working in the marketplace, on the assumption that an agency’s collective experience, providing it aligns with a client’s market or product category, can bring real world insight to bear against important decisions relating to topics like strategy, content or creative.

whats working in B2B marketingThat assumption is not misplaced. It would be a mistake, however, to assume that any one consultant or thought leader or agency (even ours!) has all the answers, or that marketing operates within a finite universe of ideas, and that success is simply a matter of learning which of those ideas applies best to any given situation.

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