Original October 18, 2007
I just returned from speaking at the MarketingSherpa’s B2B Demand Generation Conference in Boston and I came away very encouraged about the future of B2B marketing.
For the first time I am seeing B2B marketing attract top talent. B2C has gotten more than its fair share because of the attractiveness/sexiness of life in Advertising, the CPG industry, and other Brand/Creative centric areas. Top Schools like Kellogg have been sending their best and brightest into those jobs for years while over in the world of B2B, marketing has been seen as the red headed stepchild to the favorite son Sales.
Outside a few companies in Hi-Tech, B2B marketers were usually guys who couldn’t cut it in sales, senior executives who were parked in marketing until retirement, or young attractive women in sales support roles. But the times are a changing…big time.
With the rise in interactive marketing, new digital media, and the need to measure ROI, the world of B2B is now attracting serious talent.
Young marketers are now coming into the space. They understand how to use the tools of Web 2.0 to build communities, how to better communicate concepts and ideas, and how to measure the impact of these efforts. They are now becoming smarter at understanding buyer behavior and how to tap into it, influence it, and measure it with tools. Maybe even smarter than the chosen ones…