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Shifting Sands of Digital B2B Marketing.

I confess to a moment of B2B marketing doubt. The stupid people are clearly getting to me.

I think anyone with any degree of B2B marketing responsibility will have their moments of doubt. “Am I doing this right? Will it work? Is it worth it? Does my bum look big in this?” etc. Well, Ok, I’ve had my moment of doubt now, and I’m over it. It came hot on the heels of the latest round of next generation digital and social ‘stuff’ that I now have to absorb, digest and, who knows, maybe even find a commercial application for.

Remember the Google+ scandal? Originally by invitation only, Google released its own social network version of Twitter and Facebook. It had something to do with ‘circles’. I can’t tell you much more than that because the scandal is, it failed before it even really started. But at the time of the launch, ‘+’ was obviously the new ‘#’. It felt like we would all end up communicating in keyboard shortcuts. At least the meetings would be shorter:

“+?”

“:-(“

“!?”

“…”

“#”

“Bye”

So I unleashed the full might of my impressive social consciousness at subsequent business meetings only to be met with blank stares and polite (albeit slightly nervous) smiles. “That’s all very interesting Scot, but if we could just get back to the agenda of the LinkedIn engagement strategy, the Twitter account analytics, the community management profiling and the engagement hub – you know the stuff you convinced us about a year ago that’s starting to work now…?”

And for a moment, just for a moment, I thought, FFS (because I even think in text-based acronyms now…) why do I bother? Why am I troubling myself with the art of the possible when no one wants to ‘do’ it. At my time of life I could just send emails, proclaim that the Royal Mail had it right all along and wait for the pension to kick-in…

Then it struck me that the clients who were reluctant to consider ‘social media’ as a viable B2B communication channel a year ago were the ones bringing my attention back to the sophisticated brand, digital and integrated social strategies that we were now delivering for them. A couple of years ago they’d never have bought that plan and even if it could have worked, I wouldn’t have been able to deliver it. A year from now, they’ll be ready for the next step. I thought of all the business brands who still haven’t put a serious foot on the ladder, let out a big belly laugh in an evil mad scientist kind of a way (Mwahhhhhaaaaaahhaaaa…etc.) and everyone shifted uncomfortably in their chairs.

The moment of doubt had passed. Your bum looks fantastically big in that, but hey, you can fix that with the right avatar. You can fix almost anything. Get started.

Scot McKee