There’s a lot of crap in b2b marketing

"There's a lot of crap B2B Marketing going on..." because everyone is copying everyone else.

The next clip in our Ripple Effect series of interviews, hears from Hew Leith at Grip who talks about learning from other industries, and not just copying everyone else's B2B Marketing playbook.Focus on your brand.

Be bold.

Be different.

Create something special.

Full transcript of the video:

There's a lot of crap B2B marketing going on out there because everyone seems to copy themselves. They're all copying what everybody else does. Um, the incentive structure is weird in B2B that it means a lot of people focus on, um, intent driven channels.

So you need. to show that someone's downloaded this and get their email address. So everyone just ends up doing that. And a lot of people don't focus on brand, um, which is a shame because it's some of the best form of marketing word of mouth as we know, uh, and having a great brand is brilliant for the likes of Chanel, Louis Vuitton, you know, you don't have to go and download a white paper from them.

They're doing things that can't be measured. Yeah. So I think we can learn lessons from other industries. Like you say, I don't think we all need to just copy the B2B playbook because marketing doesn't work like that.