What Do B2B Marketers Do Now? is an ongoing email. Join the mailing list to be the first to receive these weekly insights!

What is it about water?

Whether it’s a lake, river, or ocean – it’s always held a special place in the human psyche. It’s a source of nourishment, a medium for exploration, and a force to be reckoned with. Some of my most productive thinking happens at the lake!

Just as water can take on many forms, from tranquil lakes to tumultuous oceans, its symbolism is equally diverse – reflecting our desires, fears, and aspirations. What’s it reflecting for you this month? As year-end approaches, are you wrapped up in fear or a confident force to be reckoned with?

Give this song by Jane’s Addiction a listen as we wade into the Ocean Size waters of B2B and see what the experts are saying this week.

Saltwater B2B Lessons

I was recently sitting by the ocean watching a group of dolphins swim effortlessly past – and it made me pause. When we think of B2B marketing, we often picture boardrooms, data analytics, and corporate strategies… not the playful acrobatics of dolphins. But I love finding unlikely parallels to B2B – so I thought we could take a journey beneath the surface and discover the unexpected ways in which these ocean-dwellers and B2B marketing intersect.

  1. Communication and Collaboration: Dolphins are known for their exceptional communication skills and collaborative nature within their pods. Similarly, effective B2B marketing thrives on robust communication and collaboration among teams, partners, and clients. Just as dolphins work together to achieve common goals, B2B marketers must foster clear and open communication to succeed in reaching shared objectives.
  2. Adaptability and Innovation: Dolphins showcase adaptability in their behaviour and problem-solving abilities. In the ever-evolving landscape of B2B marketing, adaptability and innovation are crucial. Just as dolphins adapt to changes in their environment, successful B2B marketers need to embrace new technologies, strategies, and market shifts to stay ahead.
  3. Relationship Building: Dolphins form strong social bonds and maintain relationships within their pods. In B2B marketing, cultivating and nurturing relationships with clients, stakeholders, and industry peers is fundamental. Building trust and rapport, as dolphins do within their social groups, is key to establishing successful, long-term B2B partnerships.
  4. Eco-consciousness and Sustainability: Dolphins are often seen as indicators of the health of oceanic ecosystems. Likewise, in the realm of B2B marketing, there’s an increasing emphasis on sustainability and corporate social responsibility. Just as dolphins signal environmental well-being, businesses are now expected to contribute positively to the environment and society.
  5. Embracing Creativity and Playfulness: Dolphins exhibit playful behavior, showing that even in the most serious of endeavours, there’s room for fun. In B2B marketing, incorporating creativity and a touch of playfulness into campaigns can set a brand apart, making it more engaging and memorable.

The connection between dolphins and B2B marketing might seem abstract, but the lessons derived from their behaviour can still serve as valuable insights for marketers. By observing the strengths of these no-talking-all-action creatures, we can mirror their resilience and intelligence in our vast ocean of commerce.

Spotify and Smaller Bands?

As you may have gathered from last week’s post, my colleague Marlene is a fan of hard rock. I spoke a few weeks back about some of the changes to Spotify’s royalty model, which will have an adverse impact on rock and metal artists – many of whom are smaller acts.

Check out this article and video for more details.

It ain’t easy living for smaller artists/bands to begin with, and Spotify is poised to make it even tougher. The new payment structure will cater to established artists and labels, with the biggest change being that any track will need to hit an annual streaming minimum before being eligible for royalties.

What about in B2B? Have you ever found yourself in a similar situation – perhaps with one of your preferred SaaS platforms changing on you? Do you adjust your processes or strategy to accommodate those changes… or look for alternatives?

As always, don’t hesitate to call me to brainstorm or just say hello!

Looking forward,

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat