Be or not to B2B

When I started working for the B2B side of the business in my company, almost everyone said I was wasting my talents. Even today, after 4 years of working in core B2B marketing - people tell me I am “too B2C”.

"Don't you miss catchy slogans and limericks?" "Where's the glitz? The fireworks for prime ad space?" "Don't you want to get famous for writing a commercial?"

Frankly, their idea of B2B sounded like a sugar rush with a creativity crash. Here's the truth: B2B marketing is the intricate dance of building relationships. It's crafting content that's more like a captivating novel than a clickbait headline. Don't get me wrong. I love B2C as much, but let's talk about why B2B marketing is as fun! 1. Level Up Your Game

Sure, B2C might have the flashy commercials and viral trends, but B2B is a multi-stage boss fight. You gotta capture leads with magnetic content, then nurture them through the MQL maze (TOFU, anyone?). Each stage requires a different strategy, a constant evolution to keep them engaged.

2. The Human Touch

Don't be fooled by the suits. B2B buyers are still human, even if there are multiple decision-makers involved. Just like that impulse shoe purchase you made (admit it, we've all been there!), B2B decisions can be driven by emotions. Building trust and desirability is key, and that's where the true creative challenge lies.

B2B marketing isn't a comfortable desk job. It's a strategic chess match, a long-term tango with your audience. And let me tell you, it's anything but boring.

3. Forget One-Size-Fits-All

I think when people think about B2B marketing, they picture marketeers pouring over endless spreadsheets, deciphering marketing jargon like some ancient code. (sure, we do that too!) But, in fact, B2B marketing is like one of those detective show episode. We're talking a multi-layered crime scene with a cast of characters (cohorts, influencers, decision-makers – it's a whole whodunit!). Each segment needs its own interrogation technique, its own unique voice.

4. The Long Game

B2B marketing isn't about following a script. It's about getting down and dirty with the data, becoming a marketing Sherlock Holmes. We gotta analyse every clue – website visits, social media whispers, hidden buyer intent. It's a constant puzzle, a thrilling chase to uncover the perfect strategy for each lead. Building relationships in B2B takes finesse. You can't just flash a badge and expect a sale. It's a slow burn, a carefully cultivated trust. We gotta nurture leads like delicate orchids, providing them with the information they crave at every stage. (So, the next time someone calls B2B marketing boring, tell them they've got the wrong case file. This is where the real action – and the strategic smarts – are at!)

5.  It’s like Poker Imagine B2B marketing like a high-stakes poker game. You gotta read each player (buyer persona) at the table, size up their industry chips, and figure out their play style (buying journey). Every bet (offer) needs to be tailored to win the pot (conversion).

B2C marketing, on the other hand, is like a fun game of frisbee in the park. You can fling the frisbee (message) out there, and a whole bunch of people (broad audience) will likely chase after it (engagement). It's less about who you throw to and more about making the frisbee itself awesome.

6.  Not a solo act B2B marketing thrives with a partner in crime – Sales Ops!

Whether it is marketing generating a lead for sales to take the lead, or sales doing the grunt work and asking marketing for a nudge to convert the prospect. Together, we're an unstoppable force. 7. Channels are jet-packs B2B marketing is all about building a relationship, and there are only so many for deep interaction channels. B2B marketing is like training for a marathon. You gotta keep an eye on all your stats: how many potential customers you qualified (lead quality), how many crossed the to the final stage(pipeline), how many reached the finish line (conversion rate), and how much business they bring in over the long haul (customer lifetime value). It's all about efficiency and endurance! B2C marketing, however, is more like a viral dance craze. You gotta see how many people are learning the moves (reach), how enthusiastically they're grooving (engagement), and if they're having a blast (customer satisfaction). It's all about spreading the fun and keeping the party going!

8. The Glitz and the Glamour Forget the myth that B2B marketing is all numbers and no fun. Building relationships in B2B is all about creative branding – positioning your company and products, crafting clear messaging, and developing engaging campaigns. It's where you get to unleash your creativity to build trust and turn prospects into loyal customers.

B2B marketing is a thrilling mix of strategy and creativity. We're the detectives piecing together buyer journeys, the relationship-builders forging connections, and the data wizards unlocking the secrets to conversion. It's a long game, but the rewards are huge. So, ditch the stereotypes and join the B2B revolution. It's where sharp minds and big wins collide. Next time someone questions my intentions with B2B marketing - I will simply send them this post. Feel free to share and do ping me your thoughts.