What are the fundamentals of B2B marketing?

In this episode of The Engine Room, Christine Clancy and Laura Pearsall go back to basics, breaking down the five core principles that underpin high-performing B2B marketing.  From educating buyers and navigating long sales cycles to building relationships, brand and choosing the right channels, this episode explores what marketers need to get right before chasing tactics.  Grounded in real-world experience and campaign insights, this is a practical guide to building B2B marketing that actually drives results.   In this episode, we cover:  Why B2B marketing is different  The five fundamentals of B2B marketing  Education is paramount   Long sales cycles and multiple decision makers  Relationships drive sales  Brand and share of voice matter  Communication channels are critical  Campaign of the week  Our Campaign of the Week for this episode is Jenike and Johanson's campaign about their Selective Heat Ore Technology across Australian Bulk Handling Review and Australian Mining.  The campaign features:  Education-led content (technical, insight-driven articles)  Always-on presence (multi-month campaign across print and digital)  Integrated channels (print, enewsletters, website, social)  Culminating in a front cover feature to drive impact and brand visibility; as well as an EDM campaign that exceeding everyone's expectations!  Resources & links  Download the full Five Fundamentals whitepaper:  https://www.primecreative.com.au/the-five-fundamentals-of-b2b-marketing/  Jenike's front cover campaign in ABHR:   https://issuu.com/primecreativemedia-2016/docs/australian_bulk_handling_review_may_2026  The Dangers of Going Dark in Marketing:   https://www.primecreative.com.au/the-dangers-of-going-dark-in-marketing/  https://knowledge.wharton.upenn.edu/podcast/knowledge-at-wharton-podcast/when-the-going-gets-tough-the-tough-dont-skimp-on-their-ad-budgets/  https://www.kantar.com/north-america/inspiration/advertising-media/the-dark-side-of-media-going-dark-and-its-impact-on-brand-health