In a recent post at the Reputation to Revenue blog, Rob Leavitt questions the value of B2B firms' putting so much energy into "advertising and collateral"—and stresses the need for a stronger emphasis on thought leadership and social media. Times have changed for B2B marketers, Leavitt argues, and companies need to develop "a clear framework for building a comprehensive strategy that balances short- and longer-term success" in today's marketplace.

Above all, he advises, the strategy needs to focus on "the four marketing engines that I think all B2B firms need to have running smoothly to ensure business success":

The Content Engine, which "consistently produces compelling content for every stage of the buying cycle," Leavitt says. That includes:

• Thought leadership content to help build reputation and interest
• Educational content to support lead generation and nurturing
• Solutions and customer-success content to support sales conversations
• Social media content to support ongoing connections with customers and others

The Relationship Engine, to ensure a comprehensive, consistent and focused approach to strengthening critical stakeholder connections to increase sales, loyalty and market insight.

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