“Boring to boring”, “fridge door poetry”, “a powerpoint slide that found its way to the back cover of The Economist”…These are some of the more incisive characterisations I have heard in the last few months when discussing business-to-business (B2B) marketing with experts, including an Ivy League university professor, various CMOs and the chief strategy officer of a global advertising agency.
B2B marketing’s reputation as the poor relation of business-to-consumer (or ‘real’) marketing starts, unfortunately, in the formative years of aspiring marketers. Getting formally trained or even just clued up in the discipline of B2B can be tricky. The Chartered Institute...