Last year I finished up my fifth full year as a B2B marketer. A lot has changed in that half decade.
When I started, there was a growing movement: “B2B marketing doesn’t have to be boring.”
Now we’ve finally moved on to, “B2B marketing can’t afford to be boring.” We’ve finally acknowledged that B2B buyers are people — they want useful information, they want to be entertained, and they’re just as bored by corporate-speak-laden white papers as everyone else.
To our credit, I think marketers already knew this. We just had to convince the rest of the organization.
For the most part, we marketers have more leeway to choose the best way to reach our audience. And, of course, with that freedom comes responsibility.