iloveb2b
Marketing, Things I love

Why I Love B2B Marketing.

I fell into B2B marketing. It was the Video Game Retailer or the B2B ISP. The video game retailer went bust 3 months later. Was I lucky? Perhaps. Did I achieve what I set out to do when I graduated? Yes and No. Yes, I got my first marketing job, proper. No, in so much as I didn’t set out to get in to B2B marketing. Marketing, yes. B2C, almost certainly. B2B marketing, unlikely.

That said, I have no regrets. My career in B2B has had its ups and downs. But it has also given me a wealth of opportunities and experiences and for that I will always be grateful. And that, in part, is why I love B2B marketing. B2B marketing has had a rough time. Throughout my career its always been the slightly misunderstood sibling of B2C. And yet, I continue to work with great people in the space. Great marketers, agencies and partners who are as passionate about the 18-24 month sales cycles as I am. We can see the opportunities in building a relationship and nurturing leads, especially in the days before automation.

And it is the relationship. It’s creating an emotional connection with people. People who have everyday challenges. Who have targets and KPIs. People who make considered purchases, behave rationally. They explore, research, display enormous levels of patience. Seek proof. People who want to know what success looks like in their terms. But also where it will take their department, division, region. Will ask “so, what?” so often, you are always on your toes, thinking, adjusting, amending, learning.

And when that contract is signed. When the direct mail, email, event sponsorship, Customer Advisory Boards, hospitality, meet-ups, case studies and videos have all chipped away at the DMU. When you have reinforced why you have the reliable and innovative service they need. And when you have convinced the higher-ups, the C-suite, that you are the strategic partner, a trusted advisor, that is why I love B2B marketing.

At the end of the day, we are talking to people, other human beings, not businesses in glass buildings. B2B marketing has come a long was since I started out 16 years ago. We can do as much and perhaps a little bit more than our B2C counterparts. Look at what caterpiller, Volvo, Marketo, Thunderhead, Xuber, CBRE to name but a few have achieved and are doing in this discipline. That’s why I love B2B marketing.

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Marketing, Things I love

My favourite TED talks

I was reading an article the other day about how to stand out in business and in your workplace, a kind of manifesto on being remarkable. One of the many suggested ways was to not reference TED talks. The justification was that anyone can do it, it’s not clever and in many ways it’s myopic. I didn’t agree with much of the article but that comment stuck. Primarily because I wholeheartedly disagreed with it.

It got me thinking about TED. It’s a much discussed topic. It’s also one of the ultimate pieces of content marketing. And ley’s face despite what that blog post said, It’s a great way of finding common ground with people you know and don’t know as it did with me when meeting new colleagues at the end of last year. There was an immediate common ground and in a way a common purpose. We want to learn more, know more, investigate more, sate our curious minds. Ideas Worth Spreading.

There are around 2000 of these talks. I’ve not watched all of them (obviously), however, those that I’ve listed below are the ones that immediately came to mind. And are the ones that I’ve shared with friends, family and colleagues.

Simon Sinek – Start With Why
He recently talked about being bored of delivering this talk, which is both a shame and unsurprising. Thankfully it’s been recorded for posterity.

Ken Robinson – Are schools killing creativity?
I first watched this many years ago, and I suspect it was probably the first TED talk I watched and the first time I became aware of TED. Since then I’ve become a Governor at a local school, and I’ve revisited this talk several times. However, the message isn’t just about the education system, it also applies to parenting and to business: Are the systems we have in place the most appropriate for nurturing creativity in the modern world?

Jason Fried – Why work doesn’t happen at work.
I mentioned this talk in a previous post and with good reason. Jason talks a lot of sense.

Rodney Mullen – Pop an ollie and innovate
Rodney Mullen is one of my sporting heroes. Skateboarding was my first real passion. As an 8 year old in a leafy English commuter town, skate videos (yep, VHS) from the States where our escape and inspiration. Rodney talks about creating content through context. Essentially, there’s an obstacle, what can I do with this board to overcome or make the most of the situation. Test, fail, learn and adapt.

Photo Credit: Gisela Giardino via flickr

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