A recent study published in Jan/Feb Harvard Business Review says the 4 P’s of consumer marketing are not as well suited for B2B marketers. Replacing the 4 P’s is SAVE.
Product to Solution
Place to Access
Price to Value
Promotion to Education
Why the shift? It’s not really a shift, it’s more an acknowledgement that B2B marketing is inherently different than consumer marketing. The reason for the difference centers around the relationship between sales and marketing that exists more commonly in B2B marketing, particularly for enterprise solutions.