shows, analysts, publications, blogs and retail/wholesale outlets tend to be fairly common to each industry/product area. Once it is figured out for the industry/product, writing the promotion plan is simple. Promotion techniques rely heavily on marketing communications strategies. Promotion in digital marketing is as synonymous and vital as it is in physical marketing as it involves persuasion and advertising and the goal of advertising is to elicit a response. Communications methodologies The purpose of B2B marketing communications is to support the organizations' sales effort and improve company profitability. B2B marketing communications tactics generally include advertising, public relations, direct mail, trade show support, sales collateral, branding, and interactive services such as website design and search engine optimization. The Business Marketing Association is the trade organization that serves B2B marketing professionals. It was founded in 1922 and offers certification programs, research services, conferences, industry awards and training programs. Positioning statement An important first step in business to business marketing is the development of a positioning statement. This is a statement of what is done and how it will be better and more efficient than competitors. Developing messages The next step is to develop messages. There is usually a primary message that conveys more strongly to customers, what is done and how the customers benefit from it. This is often supported by a number of secondary messages, each of which may have a number of supporting arguments, facts and figures. Campaign plans A comprehensive plan to target resources where they will deliver the best return on investment. The infrastructure to support each stage of the marketing process has to be in place and the entire organization must be geared up to handle the inquiries appropriately. Briefing an agency A standard briefing document is usually a good idea for briefing an agency, as well as focusing the agency on what is important in the campaign. It serves as a checklist of all the important things to consider as part of the brief. Typical elements to an agency brief are: objectives, target market, target audience, product, campaign description, product positioning, graphical considerations, corporate guidelines, and any other supporting material and distribution. Considering results The value in results measurement is in tying the marketing campaign back to business results. Metrics to measure the impact are e.g. cost per acquisition, cost per lead or tangible changes in customer perception. Size Hutt and Speh (2001) note that "business