"Give a copy of this book to every B2B marketer you know. [Taylor is] an award-winning B2B marketer and is a mentor to the next generation of marketing professionals. When Heidi has something to say, we listen." * Katryna Turner, Board Member, Business Marketing Club * "[Taylor] bravely disassembles some of key myths and fallacies that too often dominate thinking today, reasserts why many of the marketing challenges are perennials, and explains why we need to get back to the fundamentals of our profession. If you're a committed B2B marketer, this book is certain to challenge, inform and ultimately reinvigorate your approach - it's a thoroughly worthwhile investment in your career." * Joel Harrison, Editor-in-chief, B2B Marketing * "Written by someone who has worked for over two decades across the B2B marketing landscape, this is an essential read for marketers of all levels. No hype, no fads; just straight talk, solid advice and practical examples of where and how B2B marketers need to apply their focus, energy and resources." * Roberta de Lima, Head of UK Marketing, BAI Communications * "A call to arms for B2B marketers everywhere, this book is a vital read for any practitioner keen to prove the value that marketing provides to their business. Heidi has tackled a long overdue issue in B2B marketing head on, highlighting exactly why strategy and purpose should always drive tactical marketing activities." * Danny Jack, Head of Marketing & Corporate Communications, TradeRiver * "Heidi is the best marketer I've ever come across; she excels because of her innate understanding of what drives and grows a business, and makes that her starting point, only then creating the marketing strategy and plans that will deliver on that organization's objectives. This book reflects her insight and experience, and it will be as useful to the public and charity sectors as it is to business. It helps us think about how we need to influence and engage other organizations in order to achieve our objectives." * Dame Julie Mellor, Chair of The Young Foundation and former Partner at PwC * "Heidi Taylor has produced an essential must-read modern handbook for today's B2B marketers. The book is admirably accessible, while at the same time being in-depth and analytical. In it Taylor provides an inspiring set of tools, examples and methodologies to suit the breadth of marketing challenges faced by practitioners." * Lisa Lavia, Managing Director, Noise Abatement Society * "Heidi Taylor is a true B2B marketing professional with a strong understanding of the principles of B2B marketing and what is required to ensure brands thrive. This is a must read for any B2B marketer or organization." * Jay Neale, Managing Director, The Agency Works * "This book is a great read. Heidi's back-to-basics approach is timely given the constant flow of shiny new tools that threaten to distract B2B marketers. The book is strategic and thought provoking yet gives practical advice that can be acted on straight away." * Polly Barton, Head of Global Business Development, Bovill * "This book clearly spells out the principles, challenges and future of B2B marketing in an ever-changing landscape, and is a highly recommended read for anyone serious about ensuring their marketing delivers results in the 21st century." * Simone Timcke, Director of Anthem Consulting, B2B Marketing Recruitment * "Heidi has expertly distilled all her years of B2B marketing experience and knowledge in a book that accurately reflects the issues and opportunities that affect modern marketing professionals. Her 3D marketing system should become the adopted method for B2B marketing." * Terry Hewett, Chairman, Zest The Agency *