It might have a bad rep, but B2B marketing can be as fun as its consumer-facing counterpart, says Jonathan Izzard of Wonder. You just need the right mindset.
When you’ve worked in the experience space long enough, you’ve heard it a hundred times, and, to be honest, the most boring thing about B2B is this debate.
They say there’s a Mad Men quote for every situation (actually, I’m not sure they do, but it tracks). Cue Betty Draper’s quip to her son Bobby: “Only boring people are bored.”
While in reality, this is both an oversimplification and unintentional projection from Don Draper’s childlike wife, there’s a kernel of truth here when it comes to the debate at hand. Instinctively tarring B2B with ‘the boring brush’ demonstrates both a distinct lack of imagination and a glaring lack of sector experience.
Eye of the bored-holder
First, …