“Hello, I Work In B2B and I still have a Soul”
Odds are when you tell people at BBQs that you work in B2B marketing, most people’s eyes glaze over and the words “boring”, “corporate” and “desperately dreary” fill their head. This hangover perception from the 80’s is now somewhat unjustified, though this is not to say B2B marketers can rest on their laurels.
The simple fact is that everyone who works in B2B, whether in marketing, HR, sales, purchasing, manufacturing or even finance is actually a real person.
That’s right, they actually exist. In real life.
Your average B2B worker probably surfs the net, listens to music, watches TV enjoys films, exercises and enjoys socialising.
You mean like everybody else?
Yep. When creating a marketing campaign, pushing an new initiative, implementing new training, talking to employees, customers or partners in any way, it’s easy to treat them as a big faceless lump, rather than individual people. Which is what they are.
These people wouldn’t choose to watch the CEO speaking directly to camera, don’t get excited about being trained on the latest reporting software, and aren’t inspired by your latest product. If these people watch films, watch TV programmes, buy products and read books, then why are you not using the same engaging techniques to promote your own ideas?
