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Social Media Pundits Disconnect from B2B Marketing

As someone in B2B, do you feel left out of the social media buzz? I read a good article on “What’s Wrong With Social Media For B2B Marketing” by John Miller who also writes the Modern B2B Marketing blog.

John’s article highlights something most of us in B2B marketing have come to accept. B2C marketing gets the vast majority of links and clicks while B2B hears the quiet sound of crickets chirping.

I remember when I started blogging in 2003 and there was only 11 true B2B marketing related blogs. Now there’s are over a hundred. John lists about 80 of them on his blog.

John concludes, “The result is that there are fewer pundits and thought leaders writing about B2B marketing, resulting in fewer links to those early adopters who do write about business marketing techniques. And since links mean leadership on the web, the result is that the less-trendy subjects in B2B marketing—like marketing accountability and lead management—get left behind.”

Personally, I think the reason B2B marketing receives less attention comes down to time and momentum.

I don’t know a B2B marketer who isn’t swamped and time constrained. They often have more projects than hands to do them.

Plus, there are more B2C marketers than B2B marketers. Why? There are simply more consumer buyers than business buyers. And as consumers, it’s easier to understand B2C marketing experiences, concepts and ideas. There’s just more to write about, more people and thus there’s more momentum.

B2B is more complex. Complex things are harder communicate and take more time and effort to build momentum. For example, my business partners and I were talking at lunch about why Steven Hawking is less known at this stage of his life than Albert Einstein (don’t ask why were talking about this). One person said, “You can put Einstein’s E=mc2 on a t-shirt and then a consumer will buy that. You can’t do that with Hawking.”

My point? Those who spend more time talking about the trendy marketing mediums (ie. Blogs, podcasts, WOM, etc.) are easier to link to than those who are talking about the strategy and execution aspects that B2B marketers really need. It’s a momentum thing.

B2B marketers may never have the same amount of buzz as those in B2C and that’s okay. B2B marketing isn’t a popularity contest. It’s about results. Without us, B2C marketers wouldn’t have anything to sell and our economy would suffer. That’s a fact. And that’s why I love it.

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