Time to replace the 4 P’s

The secret behind a successful business-to-business marketing strategy ?  I have been passionately investigating the subject  since I started working in business-to-business marketing in the mid 90’s.

Now it’s clear:  we need a new recipe for marketing.  Yesterday’s 4P’s have lost the their effect. The drivers for a successful  B2B marketing strategy are now based on 3 key pillars:



Multi-touch integration

The challenge today is  all about getting through the clutter of information.  The fight for attention is the biggest challenge faced by  todays B2B marketeers nowadays. Partner ecosystems and  indirect business channels: today’s B2B environment is a constantly evolving network with with varying stakeholders delivering value through a complex value chain. A successful B2B go-to-market approach  drives on the integration of multiple online and offline touches, reaching prospects at the right time with the right message through the right channel.

Those are the drivers for Lemarco since 2005. Discover what Lemarco can do for you.

Short bio Patrick Dalle

Patrick Dalle graduated as MBA at the University of Antwerp in 1989, and is also Master in Roman Philology.

He started his career as market researcher at the multinational Philips. Small Domestic Appliances, car radios and Personal Computers became his domain of expertise.

In 1995,  he got the opportunity to acquire a first business-to-business experience: he joined Philips Business Communications as marketing assistant for Philips’ telecom (PABX) offering.

In 1997, in the midst of the internet hype,  Patrick Dalle moved to Compaq Computer as Business Development & Alliances Manager for the SMB-market.

In 1999, he joined the successful Danish ERP vendor Navision Software, where he became Marketing Manager for Belgium and remained in close contact with the Navision (later: Microsoft) indirect channel.

After the takeover of Navision Software by Microsoft, in 2002, Patrick Dalle successively became Audience Marketing Manager and Partner Marketing Manager at Microsoft Belgium.

In Januari 2006, he started  his own company. Initially focusing mainly on content creation for IT companies, his focus gradually evolved into strategic go-to-market coaching, helping B2B companies make the transformation to the digital age together with digital marketing consultant Erik Verheyen.



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