B2B Whiteboard is a leading provider of services transferring contemporary B2B skills and knowledge to academia and a variety of businesses (including but not limited to global brand names, small medium enterprises, emerging companies, family businesses, government departments and consultancies). Despite many calling the death of B2B marketing, the founding of B2B Whiteboard recognises skills and competencies of B2B marketers are emerging in importance as a world of mobile consumers is increasingly empowered by social media. What previously set B2B marketers and academics alike from B2C marketers is a key area of focus for all marketers in the 21st century. The key areas of concentration are:
1. Building direct relationships with customers via a diverse array of channels and partnerships
2. Deepening engagement using the vocabulary of the customer
3. Recognition the customer is not an individual but a social network
4. Leveraging thought leadership to spark conversations and facilitate community discussions increasing brand awareness
B2C marketers now have to learn the previous skills of B2B marketers and scale 1:1 marketing activities. Some aspects of B2B sales activities are truly dead with cold calling being an obvious causality. Sales processes factoring cold calling are obsolete. In this day and age of LinkedIn, Twitter and social media no salesperson will ever truly make a “cold” call. The research skills associated with B2B sales and marketing are ever important. As others around the world eliminate B2B from curriculum and industry parlance in both academia and vocational training organisations or coalesce agency specialities into a consumer only focus B2B Whiteboard recognises a need to bridge the academic and practice divide and provide the skills and knowledge for clients to participate in the renaissance of B2B.