What's the best way to recession-proof your B2B strategies? Might be wise to follow the lead of the man who coined the phrase "direct marketing." Lester Wunderman, founder of Wunderman Inc., is a proponent of seizing the day, even when it's a gray one. Here he shares his latest definition of advertising, for the tough times and the long run. "We have made a commitment to a new global dimension of advertising," Wunderman reports from his agency. "I call it engagement."

What is engagement? According to Wunderman, it is the commitment to creating long-term relationships between buyer and seller, business and prospect. This isn't old-style relationship marketing. Engagement requires ongoing work on the part of your business to stay relevant to prospects and customers. More details:

"Engagement is a promise that carries an obligation by all parties to do something. [And] to continue to do it for each other. It can be in the form of an agreement, contract, or commitment."

Afraid you'll seem too B2C if you make that extra call to a B2B customer? Get over it. Pick up the phone, and engage them. Adding interactive elements to your newsletter could help. Or maybe it's time to start that blog you've been thinking about.

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