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

I started WDBMD back in March of 2020. The plan was to share how sales and marketing leaders were dealing with our new and adjusted reality, and help us get through it by providing inspiration and tactical strategies.

As we approach the end of 2021, some of us feel like we’re living again, and others are still looking to feel like themselves again… So give this song from fellow Canadian icons Blue Rodeo a listen with me as we see what the experts are saying this week…

Tips for Pivoting B2B Businesses

Every company going through a period of upheaval is likely to require a swift, effective marketing strategy overhaul. But how will that affect your customer base? Will they appreciate the change? Or perhaps they’re not ready yet? According to Demand Gen Report, all of us fall into one of these four categories:

  1. Sameness
  2. Sameness with Exception
  3. Sameness with Exception and Difference
  4. Difference

Ultimately, the key is to match your marketing to your pivot, ensuring you give your newly refreshed business the best chance to deliver messaging that sticks. Marketing personas and ICPs are important, as they can help guide your marketing team in their communications.

Most pivots will have some element that endures the upheaval. As YOU pivot, will you maintain your traditional and current customer base? If you know what’s passing you by, then perhaps by maintaining a key element, you can use traditional customers to drive change in other areas where the pivot is needed!

Boy Bands and Tech Breakthroughs

You may have heard that Mike Nesmith of the Monkees died this past week. (If you’ve never seen an episode of the show, I suggest you check it out to see how early boy bands compare to today’s outfits!) There have been many articles about him since his death, and Alan Cross does a great job of outlining some of the contributions this man made to music and technology… and some might surprise you!

  • He was the ‘real’ musician in the band, writing many of their songs
  • He was instrumental in the rise of the music video, being one of the first to create experimental video clips for his songs
  • He was the heir to his mother’s Liquid Paper fortune – if you don’t know what that is, google it!
  • He was responsible for The Tragically Hip’s name (read the article for the full story!)

Why does this matter? Other than the coolness of the story, Mike’s life and accomplishments show how music, technology, and business can intersect. Perhaps your business has some legacy lines of business that can help fund other new technology initiatives?

I firmly believe there are lessons from music that apply to business and technology. The moments of magic are short, but if you keep an eye out, you may find ways to apply them to B2B!

That’s why I’ve been writing these weekly communications, and why I hope you’ll continue to read, enjoy, and share your own thoughts and ideas!

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