Who says B2B Marketing Has to Be Boring?


Share on LinkedIn

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

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.

Republished with author's permission from original post.

Jeff Ogden
Jeff Ogden (http://jeff-ogden.brandyourself.com) is President of the Tampa based Find New Customers demand generation agency. http://www.findnewcustomers.com .


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here