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 

1. • 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!