Here at Slingshot, we talk a lot about how marketing to business-to-business buyers should be similar to how we market to consumers. Just because someone comes to work with a briefcase in hand doesn’t suddenly change them into a different person. The principles of Marketing in the Age of Distraction® apply as much in a B2B environment as they do in any other environment.
If you’re trying to market something, anything at all, and you feel like what you’re doing is a whole lot less effective than it used to be, you’re not alone. All the talk seems to be about fragmentation and digital. And, while that’s important, we may be overlooking a more fundamental issue: Our customers have changed. And I’m not talking about millennials here. Okay, they’re part of it, but I am so tired of hearing how “different” they are—it’s like marketers think they’re a newly evolved species.