MARKETING AND SALES STRATEGIES

B2B does not mean Be Too Boring

Posted by David Meerman Scott 08:19 AM on April 08, 2015

B2B_boringMost business-to-business marketing is dreadfully boring.

Why is that? I think marketers get hung up on that “business” word and forget that they should be communicating to people.

But it doesn’t have to be that way!

Here are a few things you can do to take the boring out of B2B:

  1. Always remember that you are communicating to people. You need to understand your buyer personas. What are their problems? What words and phrases do they use? How can you connect with them? Doing this eliminates the common practice of just making stuff up.
  2. Stop being vague! Get specific. Be precise. 
  3. Eliminate innovative, cutting-edge, mission-critical, best-of-breed gobbledygook from your writing. Using the same inane language as everybody else ensures you are lost in the crowd.
  4. Stock photos of people who you put forward as your customers and employees screams “I don’t care.” Get rid of those stock models. Use photos of real people - your customers and employees.
  5. You can use humor! Really, go ahead and show that you’ve got a personality.

These are just a few thoughts for taking the boring out of B2B. What other ideas do you have?

David Meerman Scott

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