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By: David Sweenor,Kalyan Ramanathan (Author)

Modern B2B Marketing is presented as a practical guide to how business-to-business marketing works in day-to-day reality. The book starts from a problem the authors describe from their combined fifty years in the field. There are many resources on individual marketing functions, such as brand marketing, content marketing, and social media marketing. The authors state they could not find a digestible B2B marketing book that explains how these functions fit together in real work. This guide positions itself as the missing link, offering practical explanations, advice, tips, and best practices focused on how B2B marketing actually works.

The book is designed for anyone who leads, works, or engages with marketing. It explicitly calls out several audiences. It is for business leaders and chief marketing officers who want to learn how to sustain a high-performance marketing organization. It is for product managers and sales professionals who often work with marketing but do not understand how it fits together. It is also for marketers early in their careers who want to understand how B2B software marketing works outside of a classroom setting. The book also clarifies what it is not. It states that it is not about marketing technology and not a rehash of the Pragmatic Marketing Framework. Instead, it positions itself as a practitioner’s guidebook for effective, modern B2B marketing.

At the center of the approach is a “new model for modern marketing” that is built around the customer. The book describes an integrated framework and approach to marketing that connects multiple marketing disciplines. It also states that it includes downloadable templates intended to help improve performance across several areas, including portfolio and product marketing, content marketing, demand generation, marketing operations, and customer advocacy. The promise is a connected view of marketing roles and responsibilities that helps readers understand how specialist functions contribute individually and collectively to taking B2B solutions to market.

The book is part of the TinyTechGuide format and describes itself as a short read with focused, actionable guidance. It presents itself as relevant for people operating in a fast-paced digital world and frames the guide as a way to gain a competitive advantage, while also reinforcing the TinyTechGuide idea that the book is small in format.

The author information provided describes the backgrounds that shape the book’s perspective. David Sweenor is described as a top-25 analytics thought leader and influencer, an international speaker, and an acclaimed author who holds several patents. He is also described as a marketing leader, analytics practitioner, and specialist in the business application of AI, machine learning, data science, the Internet of Things, and business intelligence, with over 25 years of hands-on business analytics experience supporting organizations including Alteryx, TIBCO, SAS, IBM, Dell, and Quest in advanced analytic roles. Kalyan Ramanathan is described as a revenue-focused marketer with more than 25 years of experience in go-to-market software and deep understanding of SaaS and cloud-based IT, security, and analytics markets. The author information also states he has led marketing teams at companies including Alteryx, Sumo Logic, Crittercism, VMware, Opsware, and HP, began his career at Intel, and has an MBA from Stanford.

The book page also includes endorsements that frame how the guide is intended to land with practitioners. Endorsers describe the guide as focused on how modern organizations practice B2B marketing, emphasizing models, templates, and practical advice. They also point to the book’s focus on how marketing specialists operate as a coordinated team and how each role contributes to delivering B2B solutions to market.

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