This tag line was intentionally designed to draw attention to what should, I believe, be the fundamental attibutes for successful B2B marketing in the modern day.

• Creating Customer Value
  If you can identify an organisational need and can position both your organisation and solutions accordingly then you have an opportunity to service that need. But your services are never considered in a vacuum and will be considered against other direct and indirect competitors. However, even before that, your offerings may even have to compete against the inertia of organisations deciding to take no furher action i.e. maintaining the status quo. Value is therefore an important attribute when considering any marketing and it is through creating value for customers that you create wealth for your organisation and hence Shareholder Value...
• Creating Shareholder Value
  Misaligned marketing initiatives that provide little impact to the sales, profitability and wealth creation of the organisation are missing the trick.. Still, far too many initiatives stop at the awareness building stage and don't follow through to develop a secure customer for life. One of the challenges facing organsiations is the divide between sales and marketing. But buyers don't expect such a divide when considering suitable vendors to satisfy their needs. As such, selling organisations need to provide uniformity in their approach to the market with marketing that is measured and addresses each and every stage of the customer through the buy cycle. And they need to do this with a mindset that looks at the best way to connect with customers to deliver tangible value to the company. Without this, marketing will not be able to demonstrate an ROI or deliver shareholder value.
  
• Connected Marketing
  This has several meanings as follows:
  • Marketing that is connected to the customer in a way that selling organisations can understand how to create value for their customers, but at a profit.
  • Marketing that recognises the complexities of B2B selling and brings all its resources to bear around wallking customers through their buy cycles in a 'connected' fashion and not just at the early stages.
  • Marketing that is connected or aligned to the overall business objectives, whatever they may be.