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Why B2B Marketing is so Boring

by Velocity Partners

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Why is B2B marketing so boring and what can you do about it? A talk we gave to a large marketing team.

Why is B2B marketing so boring and what can you do about it? A talk we gave to a large marketing team.
From www.velocitypartners.co.uk

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Why B2B Marketing is so Boring Presentation Transcript

Why most B2B Marketing sucksA gentle kick in the head

2
Most B2B marketing sucks because it’s boring.

8/27/10
Type in footer under view
3

The winners will be the ones who tell the best stories.

Vendors
Magazines
Analysts

YouTube
Forums
Wikipedia
Vendors
Social Media
LinkedIn
Blogs
Magazines
Newsletters
Analysts
User Groups
Websites
Slideshare

You’re not marketing to your mother.

You’re marketing to a skeptical, defensive, busy person.

1) Make things that prospects go out of their way to get.

1) Make things that prospects go out of their way to get.2) Things that they finish.

1) Make things that prospects go out of their way to get.2) Things that they finish.3) Things they recommend to others.

B2B is full of smart, interesting people with a real passion for their subject.

But if that’s true, why do these smart people produce so much boring stuff?

It’s boring because it’s a chore.
…all passion is drained out of it

It’s a chore because it takes too long.

It takes too long because it’s made by a committee.

It’s made by a committee because everyone is frightened.

Everyone is frightened because they don’t want to fail.

The result is a lot of professional, credible, well-madecrap.

Tech marketing needs a kick in the head.

21
Great marketing works.

A few principles…

CIOs are people first.

A single, simple, focused idea works wonders.

Its not about you.

Spend time with customers & prospects.

Harvest the company’s expertise with confidence.

Link the tech to the vision (and vice versa).

Raise the ceiling.

Go faster.

The media is (one of) the messages.
But the idea is what matters

Have fun.

33
Some things to help:velocitypartners.co.uk

Kingshuk Hazra, Marketing & Strategy at Technology Industry Good one! 11 months ago

Are you sure you want to

bizmarketer What a much-needed kick in the rear end this is. Thank you for sharing it and not letting us get away with boring. http://www.bizmarketer.wordpress.com. 2 years ago

Velocity Partners at Velocity Partners Thanks Rene! 2 years ago

Rene Power, agency marketer, writer of The Marketing Assassin Blog at Rene Power, agency marketer, writer of The Marketing Assassin Blog Wish I'd beaten you to doing this one! 2 years ago

GLOBAL CONSTRUCTION AND TRIPS, INC. at GLOBAL CONSTRUCTION AND TRIPS, INC. http://zbijadek.ning.com/ 2 years ago