Buried within an ancient manuscript that we didn’t find were seven beliefs that seemed strangely familiar. Passed down through generations of B2B marketers and repeated so often that they’ve acquired the status of accepted wisdom.

The best product always wins, apparently.

But does it?

Markets and buyers change. So does the way businesses find, evaluate and choose suppliers. Yet some of the ideas we hold about B2B marketing have proved remarkably difficult to dislodge.

So we decided to subject our newly discovered fake artefact to closer examination.

The result is The Little Book of B2B Marketing Mythology – our investigation into seven enduring beliefs about how B2B marketing works, why they’ve stuck around and whether they still deserve to.

We could tell you what we found, but we hate spoilers.