Boy, it was a real relief to see this post by the famous David Meerman Scott (you know, the author The New Rules of Marketing and PR), who says:
Why is so much business-to-business marketing dreadfully boring?
I think it’s because the marketers involved think“business” as in “I am marketing to a business” and this results in an overly serious tone. After all, if you are marketing to, say, technology companies that’s different than consumer marketing, right?
Wrong.
B2B marketers seem to forget that what all marketers need to do is communicate to people. People want to do business with people and the companies that understand that in the B2B world develop a following…”
“Are you a B2B marketer? Are you treating your buyers like humans? Are you having some fun?
Really, it’s okay to have some fun. I dare you…”
Well, now I feel like I have permission to have fun again in marketing!
I’ve been saying for years that the Sargent Friday Marketing mode of “Just’ the facts, ma’am” doesn’t cut it online. Maybe that stuffed shirt marketing still works deep inside enterprise cubbyholes somewhere, but for the rest of us, as David says, we’re dealing with humans here. And everyone likes to have some fun!
Thanks David!
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