Will You B2B Mine? What 15 Top Marketers Love About B2B Marketing on Valentine’s Day

It’s February 14th and while couples around the world over are celebrating their love, B2B marketers have plenty to love about marketing in 2022.

The pandemic accelerated the digital transformation of many B2B brands to meet the needs and expectations of digital first buyers and that increased digital focus has opened up a new world of opportunities to engage buyers in more meaningful ways.

When starting out in marketing so many years ago, I had no idea what my career or the world would look like in 2022. But I’ve definitely caught the love bug for business to business marketing. What I am most optimistic about in 2022 is our focus on optimizing and elevating the practice of B2B marketing by doing some of the things I love most: humanizing marketing, creating more meaningful marketing experiences and giving voice to talent.

Of course it’s not just me that feels this optimism. To take the temperature of love for B2B marketing, I reached out to some of the most respected and influential voices in the business marketing world plus some of the team at TopRank Marketing and asked: What do you love most about B2B marketing? Of course, the amazing Ann Handley kicked things off with a poem:

A Love Poem for B2B Marketers by Ann Handley @marketingprofs
Author, Friend of Lee, Poet Laureate of B2B Marketing

Roses are red
Violets are blue
Are you, blog reader, a
B2B Marketer, too?

Do you love SEO
Analytics and Ads?
All the B2B basics!
None of them fads.

Me, too, my sweets!
And don’t forget newsletters!
Which every org needs…
If they only knew better.

So hugs to you, my B2B friend.
(And your violets of blue.)
I’m glad you’re in love…
With B2B, too.

Ann really elevates the bar when it comes to content and why shouldn’t she? One of the great opportunities for the B2B marketing world is to break free of status quo and mediocrity and embrace the content formats, styles and narratives that make experiences more meaningful (and less mechanical). So what do other top marketers love about B2B?

Let us count the ways…

“I’m in love with B2B buyer engagement. You know, that feeling you get when your content/message really connects and serves. And you know because they click to read the next related piece or comment and share or reach out with a question. Makes my day! Every. Single. Time.”

Ardath Albee @ardath421
CEO & B2B Marketing Strategist
Marketing Interactions

“I love that there is not a lot of BS in B2B marketing — it’s about solving problems. Unlike consumer marketing, B2B marketing is truly designed to make people’s work lives better by lending a helping hand.”

Tequia Burt @TequiaBurt
Editor in Chief, LinkedIn Marketing Solutions Blog
LinkedIn