This requires that you always start by developing a solid strategy (see our section on The brand Book and the Strategy Guide), which will help determine, not only what your “brand” is or should be about, but it will also ensure that your marketing is in sync with where you want to take your business.

Only after we all agree on the right “positioning”, do we start to develop the various pieces that will comprise the marketing program. The message across the various elements will be consistent. Features and benefits will work together and reinforce each other. No money will be wasted.

In B-to-B, it is essential to understand sales cycles, since they’re often complex, involving various decision makers at different levels over an extended period. Only a marketing program designed to address the needs of each one will be successful.

Remember, effective marketing is not a one-night-stand. It’s a courtship.