B2B marketing is marked by a relentless optimism of rainbows, unicorns, and sunlit uplands. But reality, right now, is a little less rosy. Is there room for realism? Don’t be Shy’s Hannah O’Rourke thinks so.
B2B marketing has a toxic positivity problem. From initial client pitch to final ad copy, all too often we present ourselves and the things we sell as the Holy Grail for [insert problem – I’m sorry, challenge – here].
Confident, steely-eyed positivity is the default setting for B2B marketing. Exhausting as it is, it’s perhaps understandable that brands want to project an aura of reassuring Read full story ›
Source: The Drum
Industry News