Rod S
B2B Marketer with Technology focus; Business Owner, Strategic Advisor, Skilled Concept Developer
Are B2B marketers interested in marketing as a topic, or only in their product/sector?
I find that B2B marketers are very focused on issues related to their product or sector, but are quite indifferent to marketing as a topic. I find it extremely rare that they participate in marketing industry associations, groups, or meetings for example (where participants are other marketers from a diversity of industries).
Do you find this to be true? If so, why do you think it's that way?
Good Answers (4)
Kimberly R
Strategic Marketing Manager
Best Answers in: Direct Marketing (3), Customer Relationship Management (1)
Hi Rod,
Good question. I am a B2B marketer that is extremely interested, and active, in marketing as a topic. I am constantly reading materials on marketing, learning new technologies and trends and I am an active member of the American Marketing Association.
Now, that doesn't mean that I am not highly focused on issues relating to the industry I currently market in. Of course I am going to be interested in these types of issues since they pertain to my company.
I have found, though, that I have been more successful with the B2B marketing efforts I champion BECAUSE I am highly invested in marketing as a topic. I frequently apply strategies and test theories from the B2C realm, even - and have found them to be successful when tailored properly to fit the B2B world.
-Kimberly
Juliann G
Vice President of Marketing, Telesian Technology, B2B Marketing Consultant
Best Answers in: Public Relations (2), Internet Marketing (1)
Rod,
Interesting question. I do think B2B marketers are interested on issues related to their profession as well as their specific job. I think that B2B marketers are under a great deal of pressure and pour a majority of their energy into the roles and family and have little time for in person networking and professional development. When I worked in corporate, it was frustrating to get approval for marketing conferences that were more general in nature vs. ones for a specific industry. With that said, I do think birds of a feather flock together, that's the beauty of apps like LinkedIn. I'm part of an industry-specific B2B marketing group on LinkedIn for marketing and sales professionals in the industrial automation industry, and the group is very engaged and have lively discussions. Group profile: http://bit.ly/tqQxM In this case, as in many others, there are unique marketing issues related to the automation industry that do not apply to what you may learn in a general marketing/consumer oriented seminar. More immediate value is gained by interacting with peers in your own industry and it also helps to connect the right people who are looking for that specific industry experience during a hiring process.
I do think there is value to be gained to network with other B2B marketers when possible. It's a juggling act to balance all sides. I always say that it's always better to network when you don't need help vs. when you do.
Carlos H
President - The Annuitas Group - Marketing Strategist and Lead Management Expert
Best Answers in: Advertising (3), Business Development (3), Lead Generation (2), Travel Tools (1), Offshoring and Outsourcing (1), Direct Marketing (1), Sales Techniques (1), Change Management (1), Starting Up (1), Software Development (1), Using LinkedIn (1)
Rod:
I find this an interesting viewpoint. If by diversity of industries you mean delving into B2C marketing I see your point. However, I see B2B marketers very interested in educating themselves in a variety of aspects in the industry that go way beyond their specific product. In the last month I have been to three B2B conferences that were packed and as well have become a part of associations and groups that are B2B. So I am seeing quite the opposite.
Would not mind discussing further with you and directing you to some of where we are spending our time and gaining great value.
Best regards,
Carlos Hidalgo
The Annuitas Group
chidalgo@annuitasgroup.com
Links:
Michelle R
Marketing Promotions Manager at CCH, a Wolters Kluwer Business
Best Answers in: Direct Marketing (1), Business Development (1)
Interesting question. Personally, I have always been interested in marketing as a topic vs. specific to my industry. I feel you can always apply general marketing methods to whatever industry you're in. In fact, sometimes it's a fun challenge to think of how you can make things work in your industry. I do have to say I prefer to stick to B2B marketing methods vs. B2C since I think there are enough differences where methods are a bit too far apart.
I am active in the Chicago Association of Direct Marketing (CADM) and have gotten a lot out of relationships I've formed with members and the education I've picked up from their seminars. There are people from all industries in this group and I think that increases the opportunities for learning.
