B2B marketing is a tough nut to crack, especially during the pandemics where we all had to change our ways of work to certain extent. One of many examples comes from my own experience - being part of the Field Marketing department and focusing, among others, on exploring business relationships at different events, COVID-19 turned it all upside down and we had to look for other possibilities enabling us to build long-lasting partnerships, rather than flying over the world and meeting people face to face.

However, with or without pandemics, when it comes to B2B Marketing in the IT industry the competition is fierce and the companies keep on coming up with more and more unique solutions how to attract potential customers.

Some of them focus mostly on the short-term actions, which are great in generating business here and now, some invest also in the brand building which additionally offers long-term benefits and translates to business growth in the future. Finding the balance between the two approaches seems like a way to go, but it’s not an easy task for the Marketing department.

My guest is Russ Powell, who has a very interesting story to share.