A uniquely pithy and entertainingly wry distillation of how to get and keep your B2B efforts on track. Here are 21 practical rules that each take 10 minutes or less to read. But don’t read this book cover-to-cover. You’re busy. Really busy. So just pick a topic that’s relevant to you right now and go. The book was designed for that. Concise language, interlaced with a bit of wry wit, gives you the “Why”, “What”, and “How” for each topic so you can quickly act on it. Look, you don’t want to read another 300-page, stultifyingly staid business book. Do you? So, this book is short, on purpose. You’re welcome. WHY THIS BOOK? Most B2B market failures are not the result of poor tactics— they’re the result of poorly applied marketing principles. The latest marketing tools and approaches won’t improve your B2B marketing unless you first assure that your fundamentals are sound. This book offers 21 key rules that detail how to effectively leverage core principles for stronger B2B marketing. Get the fundamentals right, and all your clever tactics start to work much better. Written for marketers and business leaders, the book gives you a concise way to do so. So, do so. WHAT’S INSIDE? Each topic follows the same, refreshingly simple format: RULE: e.g. "Business books should not include filler content to make them longer" WHY: For each rule we explain just Why the rule is included. For example, the “why” for this rule would be that everyone is really, really busy- so you’ve got to get right to the point or you’ll lose their interest. That goes for your B2B marketing too. WHAT: - Concise bullet points give a top-line summary of just What is covered in the topic - If you are really attention-challenged, you can just scan this HOW: Next, we describe How you can put the rule into practice, outlining clear steps and focus areas. MORE: When we just can’t say enough about a rule, More information is given to help you apply it, or offers tips. Plus, gauges at the start of each topic indicate the topic’s: Read Time, Priority, and Complexity to Enact. And, the layout offers generous white space that’s easy on the eyes. SO WHAT? If you want to improve the effectiveness of your marketing programs, you’ve got to get the fundamentals right. Otherwise, all your great marketing automation and tactics just serve to get you poor results rapidly. Pay attention to the 21 Rules and you’ll get better results. "Bill has put together an extremely practical guide to success in B2B marketing. He gives you the Why, What, How and More, which is all you need - all meat and no filler!" - Paul S. Heirendt, CEO: Trade Harbor Inc., Founder: BLOCK id, Co-founder: Skejul This book is written for marketing and business leaders.  The 21 rules stem from an observation that most B2B marketers focus on clever and creative marketing tactics, but end up hamstrung because they haven't gotten the fundamentals right-- things like creating clear B2B Personas, Customer Journey Maps, and Messaging that is truly relevant, differentiated, and credible.  It also comes from an understanding that B2B marketing is NOT the same as B2C marketing. Not even close. Those of us in the B2B space need to have a discussion that doesn't just center on demographic targeting or impossibly expensive advertising campaigns. So, let's focus on B2B. This book offers some rules that apply to your real world.  You can even share your own rules through the 21b2bRules.com web site. How do your rules stack-up against ours? Guess you'll have to buy the book to find out. (Sounds like a call-to-action to me.) Bill Haines This book is organized into three sections that go to the heart of how to get better leverage on your B2B marketing efforts: Target Enhance focus on who and when Postion Elevate your distinctiveness Leverage Do what matters most The carpenter grabbed his professional-grade power saw and cut the board to length. It didn't fit. Any other saw would have cut the board just as incorrectly. This was not a tool failure. It was a failure to apply a fundamental rule in carpentry: 'Measure twice, cut once.' The latest marketing tools and approaches won't improve your B2B marketing unless you first assure that your fundamentals are sound. Take measure of your current approach. This book gives you a concise way to do so. So, do so. Bill Haines' 25+ years of executive experience includes VP Product/Marketing roles within 2- $1B+ companies, within smaller firms, and within a large-scale start-up. He also held executive positions at a software development firm and at an award-winning marketing communications agency.In more than a decade of consulting work Bill has completed over 90 projects for clients ranging from medical information to manufacturing, helping business and marketing leaders to pinpoint market opportunities, plan customer solutions, and prepare both people and products for market success.He is the