HR Marketing Services | Singapore | The Rolling Cube Private Limited

At a recent conference, I was asked rather unexpectedly by a senior business executive,
“What do you think is the purpose of marketing in the B2B world?”
It isn’t often that you are asked to define the raison d'être for your entire creed.

1. Not qualifying who attends
Do you really need bums on the seats to fill up space? You must qualify your attendees, especially if it is going to be a free event, and you would really need to ask for more than a name and an email address during pre-registration. A short disclaimer...

If you are a B2B company selling something relatively new or complex, you will probably need one or more white papers to help you pitch your product or services to your customers. A white paper can be used to help you gather leads, nurture prospects...

Lead generation to me, is quite similar to fishing.
Don’t expect to catch anything other than salmons in a salmon pond.
Last October, my family and I went fishing at a salmon fish farm. We expect to catch salmons there. Well, if we were thinking of catching ourselves tuna, we would have been out of our minds to be trying to do that at the salmon farm....