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How do we measure B2B marketing?

Qualified pipeline, not leads. A hundred downloads from students and competitors is worth less than three enquiries from target-profile companies. Define what qualified means before measuring anything.

Do trade shows and events still work?

For many industrial and B2B sectors, yes, and they work considerably better with digital support: pre-event outreach to book meetings, presence during, and structured follow-up after. Most exhibitors do none of these.

Should we produce a company profile or brochure?

A well-designed capability document still matters in B2B, particularly where procurement processes expect one. It should be genuinely informative rather than a folder of adjectives.

How do we position against larger competitors?

By being specific where they are general. Naming the exact sector, problem, or company size you serve best is more persuasive to the right buyer than claiming to serve everyone.

What about PR and media coverage?

Useful where your sector has genuine trade press. It works when you have something actually newsworthy: a contract, an expansion, real data, or a substantive opinion. Press releases about nothing get ignored and cost credibility.

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