B2B Marketing – the forgotten discipline?

OK, so the title might be a little over dramatic, but recent events have reinforced my belief that for most marketing content/organisations/events B2B gets forgotten.

FMCG companies fare the best when it comes to marketing column (and web) inches, followed closely by retail. I suspect because a large proportion of us are exposed to these brands constantly, so they seem relevant.

However, when you’re trying to find case studies to support the latest B2B marketing proposal/idea/technology, it’s like looking for the proverbial needle in a haystack. Mind you, if you think that’s challenging, try looking for useful information on the latest trend, that is not written by a vendor with a (more than) slight bias!

So, I am on a mission – by this time next year I want there to be 100% more content focused on B2B!

Being one to put my money where my mouth is, I have started with the Marketing Society – to cut a very (very) longstory short, I started a LinkedIn discussion in their group to see if anyone cared about B2B – as previously the MS focused on B2C pretty much exclusively. This languished for about a month or so, and then suddenly garnered about 30 comments and the attention of the CEO and Marketing Director of the MS. We had a great meeting last week, and we are launching a B2B Steering Committee next month with a view to driving B2B content and evets – hurrah!

Next target – the Institute of Directors – again, pretty much all their events that help businesses with marketing, focuses on B2C, or is very generalised. Most of the people I meet at the IOD are B2B, so it struck me that I can’t be the only one frustrated with the lack of knowledge and information. So, am in touch with one of the regional leaders and we are going to investigate the appetite. I did try LinkedIn with this one too, received a couple of replies, and one person helpfully moved the discussion to the jobs section?!

We (as in Ice Blue Sky) are also launching a B2B networking group – specifically for marketers and business leaders. We will scour the country for industry experts and relevant case studies to provide as much value as possible. First event likely to be June/July time.

So, watch this space, and if you want to join the crusade, let me know!

About the Author

Charlotte Graham-Cumming

Director, Ice Blue Sky Ltd

4 thoughts on “B2B Marketing – the forgotten discipline?

  1. Hi Charlotte

    I’ve been watching the discussion on LinkedIn and now found your blog. You seem to like a challenge!

    Our business is very much involved in B2B marketing and we struggle like you to get good case studies. This is especially frustrating as many purchaser’s decisions are finally made when a positive ROI can be shown.

    If we discover the magic bullet I’ll let you know ๐Ÿ™‚

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