Let me begin with a confession. Last year, when I first discovered that I would be working on a Business-to-Business account, I wasn’t thrilled. I think many of us in the fast-paced digital agency world would react the same way.
You can understand my predicament, though. I was harboring the number one misconception about B2B marketing: IT’S BORING.
After a year in the field, I am here to tell you that it’s just not true. To prove it, here are just a few of the top reasons why I’m more than happy to work in B2B.
The Relationships are Varied and Exciting
Corporate-agency relations are every bit as relationship-driven as with consumer-facing clients. When you’re dealing with multinationals, you can be interacting on a daily basis with people from all over the world, developing strategies that map global brand values to local business conditions. If you’re a social person who thrives on collaboration, diversity and complexity, B2B can be addictive.
The Stakes are High
Budgets can be dizzying, and so too are the expectations. Your contacts in a B2B marketing department often have a direct line to the CEO and Board of Directors, and the accountability that’s expected of them is passed on to your team. It’s not enough to deliver campaigns. Making sure that you’re delivering ROI to your clients and their shareholders is a constant demand of the job.
It’s Mentally Engaging
To provide solid advice and work, the sphere of your understanding has to reach beyond the client’s product and encompass nearly every aspect of their business, from internal corporate structure to production facilities and distribution networks. Getting the 30,000-foot view of a complex business can be endlessly fascinating. Just when you think you have it pinned down, it can – and often does – surprise you.
The Perks Are Great
In the last year, I have travelled more than at any other time in my life. I have seen big cities and small towns, and met interesting, intelligent and inspiring people from all over the world.
A year of working in B2B marketing has challenged many of my assumptions and broadened my horizons. It’s an experience I’d repeat again in a heartbeat. If you ever have the chance to take on the challenge yourself, I hope you dive in with a positive attitude and an open mind. What you find may surprise and delight you too.
