Who says B2B Marketing Has to Be Boring?

In a recently study by MarketingProfs and Junta42, it was found that the biggest challenged faced by marketers with their content was making it engaging for prospective buyers. Over 1 out of 3 – 36%, said their single biggest problem was:

a lack of engaging content

In plain English, that means when you receive their content, you’re reaction is “Ho hum.”

In my mind, there’s no excuse. Engaging content comes down to basic human nature.

People enjoy three things:

1. Things that make them laugh or cry
2. A great story
3. A chance to learn the unexpected

Understand your buyers and make it fun. Make them laugh or make them cry, tell them a story or surprise them with insights. They will respond.

Let me share a good Business to Business example:

Kinaxis is a software company whose offerings compete with giant software companies SAP and Oracle. So how do they compete? Quite well, thank you.

Check out the very funny episode from Suitemates below.

Suitemates might have been their most ambitious project, but they’ve got a lot more humor – such as

• Late, Late Supply Chain Show
• Married to the Job, and
• Uncle Jay Explains

All light, funny and entertaining. And the 21st Century Supply Chain is their thought leadership blog, so they share surprising insights too. And one of the thinks I really love about Kinaxis is this – check out all the photos of smiling, happy people!

As you see, B2B marketing, even technology, does not have to be boring.