More marketing ‘instruments’ complicate the investment process

By Terry Jukes

Consider the range of activities that we, as B-to-B marketers, may be involved in.

Offline
• direct mail;
• telesales;
• account-based relationship sales;
• public relations;
• sponsorships;
• dealer networks;
• retail stores; and
• DRTV.

Online
• organic search/search engine optimization, landing pages;
• paid search/pay per click;
• e-mail;
• webinars;
• podcasts;
• video;
• blogging;
• “net gnat” second brands; and
• content management.