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Delivering successful business-to-business marketing: The fight between the left and right-hand side of the brain
With the ever-increasing volume of potential customer touch points per purchase life cycle, the modern marketing campaign should consist of a series of highly targeted, sequential exchanges of conversation with the customer as opposed to a one-way one-hit-wonder blast. This paper explores the evolution of this trend with regards to the traits of the modern-day marketing manager. Should the next generation of marketer be more analytical and methodical or do we still look for that spark of creative genius? This paper describes a real acquisition campaign that, due to its relevancy to the customer, was able to rely almost solely on organic circulation to engage a targeted audience.
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