I’ve been struggling lately. Struggling with pushing my own boundaries at work. I keep coming back to the fact that we are creating for people.
Yes, these people work at a business. I work at a business. My business wants to do business with other businesses. Just like pretty much all other businesses that consider themselves in B2B. I’ve noticed, perhaps because I’m in the technology industry, that we move so fast a majority of us create acronyms constantly.
You’ve may have recognized this as well.
I’ve been struggling lately with a byproduct of that, I think.
When we use the acronym B2B, I think we remove the fact that people are the ones we are trying to market, advertise, and sell to. Businesses are run by people. When we mentally remove people from the equation, the output we create is impacted.
I’m going to push myself, my team, and my coworkers to bring the people back into focus.
My area of focus in Growth Marketing… essentially that combines a bit of Brand, Demand Gen, Advertising, ABM, and Content Marketing, in the team that I lead.
For me, bringing the people back into focus is first going to be at the strategy level. How can I “bring the people back” as my strategy and still succeed in all those functions I mentioned earlier.
Not sure yet, but I’ll let you know. If you’ve got thoughts, I’d love to hear them.
