Connecting with Customers: The Four P’s of Marketing

  • Author(s) Julie Schwartz
  • Published September 3, 2017
  • 15 Pages
  • Category Content & Communications, Hot Topics
  • Type Member Research
  • 15 Pages
  • .PDF Format

ITSMA’s 2016 survey of How Buyers Consume Information revealed some good news: buyers want our content! They’re hungry for new ideas about how to succeed in the connected economy, and they’re looking to us, the providers of innovative B2B services and solutions, to point the way forward.

But the bar keeps rising for content and communication that truly connects. Buyers have virtually zero patience with irrelevant, offering-focused, or poor-quality content. Even our high-quality material competes for mindshare with similarly useful content that competitors promote on a daily basis.

In this challenging and crowded environment, a new Four P’s is emerging to help B2B marketers break through the noise:

  • Personalized
  • Proactive
  • Peer influenced
  • Proven

This ITSMA Update provides an in-depth look at the new 4P’s of marketing and the data behind them. The Update also include examples from KPMG, Deloitte, HCL, and Symantec.

This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
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