Here’s another reason why I think B2B marketing has become boring: metrics, or more precisely, an over-reliance on metrics.
It’s All About Anthropology, Stupid…
We like to think we buy a top-notch BMW because of its beautiful engineering, its performance, comfort and reliability. We probably really buy one because we think it’ll help us get laid, or differentiate us from the riff-raff.
Spock or Captain James T. Kirk?
Why is B2B marketing so boring? How did it happen? These are kinds of questions that keep me awake at night. Does that make me odd? Perhaps. But then I’m passionate about B2B and, as I’ve said, I’m on a mission.
Reviving the Art of Storytelling
Our fundamental belief is that we are all storytellers. As human beings we evolved telling stories around the camp fire.
Love, Hate and Cocktail Parties
There’s no getting away from it: business to business marketing is boring. It’s the Cinderella at the Marcoms Ball. But whereas Cinderella turns into a beautiful princess and finally bags her prince, B2B is destined to remain sweeping the fireplace unless we up our game.
Our Industry is Broken; Let’s Fix It
At True, we fundamentally believe that something is wrong with B2B advertising; something is broken. We have an opportunity as marketers to change that. After all, we should always be trying to improve what we do, right?