When Did Your B2B Team Stop Caring?
Last week, I asked that question of a CMO at a B2B technology company. I surprised myself by asking it and quickly clarified. I didn’t mean they didn’t care about their jobs. I wanted to know when they stopped caring about the topic of their employer’s business.
Sure, they care about their jobs. But many don’t seem to care about the topic of their employer’s business. And that’s a problem.
Last week, a remarkable article by B2B marketing expert Ardath Albee shared a stat from Alan’s Power of Persuasion survey that struck me. A measly 1% (meaning none) of C-level buyers (CMO, CFO, CIO, COO, CEO) believes the B2B marketing they consume shows a “meaningful understanding of the human experience.”
So, here’s my question and how I clarified my query to my CMO colleague: For your B2B marketing to have an opinion, consistently generate emotion, and demonstrate an understanding of the human experience, shouldn’t your marketing teams have at least a little of the same? Continue reading →
