B2B Marketing: There Are No Stupid Questions


We’re all familiar with the phrase “there’s no such thing as a stupid question.” Many of us probably disagree. But alas, none of us is born with an innate knowledge of anything, and even all-time Jeopardy champion Ken Jennings has some gaps in his expertise. (I’m guessing, but surely, right?)

The point here is that you may be an expert at one or more things. You might have leveraged that knowledge into a profession – even a business. You might know a whole lot about a lot of things. But maybe you don’t know much about digital marketing. If we’re being honest, there are people in digital marketing who don’t know a lot about digital marketing (wait, what?).

For one thing, marketers are very fond of buzzwords and acronyms. Not unlike many industries, it can have a language all its own. The problem is, when you as an entrepreneur or a decision-maker needs to address the marketing of your company, you need a certain level of familiarity in order to make the best decisions for your business.

Additionally, like everything else, marketing has been impacted by the tech revolution. Even if you thought you had a grasp on marketing 10 or 15 years ago, suddenly there was this entirely new concept of digital marketing. And before long, digital marketing was THE marketing.

Changes in digital marketing come fast, and popular marketing channels ebb and flow, come and go. Remember Meerkat? Don’t feel ashamed if you don’t, but it was a livestreaming app that took the marketing world by storm for about 15 minutes back in 2015. Everyone was scrambling to figure out the optimal Meerkat marketing strategy. Now, Meerkat is a pop culture trivia answer and you’ll be hard pressed to find anyone who admits they ever thought it would work.

ANYWAY, I say all that to say this … if you’re accountable for the success of any business, even if marketing isn’t your direct responsibility, a foundational knowledge about it is a helpful tool. If marketing is your responsibility, this knowledge is essential.

To address this need, MultiView has built a beginner-level guide to digital marketing. Hoping to make it a definitive source for anyone needing a crash course in applying digital marketing to a B2B environment, the “Guide to Getting Started in Digital B2B Marketing” starts with some basics and background about buying funnels, differences from B2C marketing and challenges inherent to B2B marketing.

The guide then provides a look at key pieces to planning your marketing, including elements of any strategy and a host of tactics that can effectively accomplish these strategies. No plan succeeds without execution, so the guide also touches on important essentials that impact the execution of your strategy.

To top it off, the guide provides a helpful and extensive glossary of terms related to digital marketing. Nothing will get you lost on a topic faster than encountering words you don’t know or understand. This glossary can be a handy reference for making sure you know the difference between a CTA, CPC, CTR and CPM.

If you’re worried that you have stupid questions about digital marketing, start with this guide. Taking a few minutes to give yourself an important foundation for understanding digital marketing means when it comes to working with an agency you can feel comfortable and ask pertinent questions that ensure you get the best results. This guide won’t make you an instant expert, and that’s not its intent. But if you feel like you could use an introduction to marketing your business through digital channels, spend some time with our “Guide to Getting Started in Digital B2B Marketing.” When you need deeper insights, take a look through MultiView’s resource library or reach out to a trained marketing expert who can answer your questions directly – and they won’t think any of your questions are stupid.

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