Ten Rules (with a Prayer) for the B2B Marketer
Unless you’re among the lucky few, another difficult year is drawing to a close. While 2011 has seen more than its fair share of economic and business turmoil, there is significant worry that 2012 will not necessarily see the strong revival everyone so badly needs (sorry to be a downer, folks!). Political and macroeconomic uncertainty will likely persist, and critical economic benchmarks such as employment, inflation and business spending will remain under pressure. Business abhors volatility – and we will probably continue to see reticent markets and customers at least though the earlier part of 2012. On the positive side, global negative macroeconomic factors seem to be improving, and the economic screw has been tightened far too much. This gives us good reason to believe that business spending, corporate employment, and pricing are ready to “pop” on the upside as confidence grows.