I don't know who you are: the case for B2B marketing fundamentals

B2B marketing fundamentals don't change. The tools change. The technologies change. The business climate changes. But marketing your business has always been about being visible, being remarkable, communicating what you do to the people who care and building those relationships. That's pretty much what it's about today, too.

It's a message that bears repeating, especially in these times of crazy social media hype, technology overload and economic challenges. Your clients still want their problems solved. They still want to know that you understand where they're coming from. They still want to know that you know what the heck you're doing. (The fundamentals apply to those who market to consumers, too.)

I might talk about this a lot, but I'm not going to say it any better than the way it's presented in this video excerpt from the 2009 Business Marketing Association conference. It's a live staging of the famous McGraw-Hill "Man in the Chair" ad. Brilliant.

So instead of worrying about whether you can afford to be marketing in this economy, watch this. And tell me, what are the fundamentals of your marketing message?