We've all heard about the four P's of marketing.

Product
Price
Placement
Promotion

The four P's were created mainly to describe the ideal “marketing mix”. The term “marketing mix” became popularized after Neil H. Borden published his 1964 article, Concept of the Marketing Mix.

I would argue this killer combo of marketing is mainly for B2C marketing and thus it is best applied to the marketing of products, especially mass retail products.

So let's take a look at another more contemporary framework for B2B marketing — the Four C's. This framework is newer, and in my opinion, more applicable to a wider range of today's marketing challenges.

The 4 C's of B2B Marketing are:

• Content — the creation of a steady stream of engaging content
• Connection — connecting with the audience you wish to attract
• Communication — communicating with them in an ongoing conversation
• Conversion — and then converting them at the illusive moment of need

Since B2B Marketing is arguably more of a marathon than a sprint in marketing — you need to always have your 4 C's engine going — creating the best content, finding the connecting with your target audience, sustaining the communications pattern until they are ready to convert — this way you have a fighting chance at making all your marketing efforts count toward one goal — Sales!

In the next post I will show you the new 4 S's for Social Media Marketing …

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