|Is B2B Marketing Suffering From An Identity Crisis?
When I first started my B2B marketing career, the job was clear: I had to advertise the products my company offered in order to entice prospects to set up a sales call. Later, the requirements expanded. I worked online most of the time, using social media, SEO, articles and more to drive customers to our website.
In more recent years, the description has broadened even further. It’s now marketing’s job to answer customer questions, nurture prospects and purchase technology to make all of those options more viable.
But wait. Today's description sounds remarkably like customer service and sales jobs. What’s happening here? Are we B2B marketing folks suffering from an identity crisis?
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This article originally appeared on Forbes.com. You'll find a link to the original after the post.
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