B2B would be boring, not fun. The opposite is true. In contrast to B2C, content within B2B often does have substance. This became clear again during the B2B Marketing Forum last week in Amsterdam, between Mr. Trechter, round table sessions and the power of inbound marketing: “think like Oprah.”
Mike Volpe: Tingles like an effervescent tablet
I have rarely left a lecture hall feeling so satisfied. Listening to Mike Volpe , chief marketing officer of list to data software supplier Hubspot , makes you happy. He tingles like an effervescent tablet. And makes accurate, oh so nice statements, with one-liners that every marketer should hang on tiles above his desk. “No one wakes up and says: 'I want to see an ad.' Why do marketers wake up and say: 'let's make an ad?'.” Or how about: “don't interrupt what people want to consume, be what they want to consume.” Okay, we are paying attention.
"Think like Oprah"
“Think like Oprah”
For me, Volpe was the main act of the B2B Marketing Forum that took place on Thursday 14 March in Amsterdam in ' De Overkant ' in Amsterdam-Noord, a former Stork warehouse along the IJ. You can't get more industrial for a B2B marketing conference. But I had another reason to go: I'm always looking for interesting B2B content cases for my upcoming book on content marketing. Within B2B, content generally stands for content, unlike in B2C, where you mainly encounter one-offs and other one-hit-wonder campaigns. Hahaha, well-intentioned, but hardly relevant.