The happy accident of B2B

You wanted to work on Nike. Or Coca-Cola. Or Apple.
You wanted to create commercials with A-listers like Snoop Dogg, Tina Fey, Peyton Manning and Aubrey Plaza.
And you wanted to win so many awards that those celebrities would ask for your autograph.
Yes, once upon a time you wanted it all. That’s the allure of B2C.
Then something inexplicable happened. You accidentally stumbled into B2B.
At first, you wondered what went wrong. Instead of being a rising star on some famous B2C brand, you were stuck on an account with a microscopic budget…in an industry nobody ever heard of…trying to sell an indescribable product…to a target audience that basically hated marketing.
No doubt about it, B2B was the hardest work you had ever done. And yet, somehow, you came to love it.
This wasn’t even your choice. But now, you plan to spend the rest of your career in B2B.
If even a small part of that narrative rings true, you’re not alone. B2B has been a happy accident for generations of marketers who envisioned distinctly different career paths.
Why do we love it? And why do we stay?
To answer those questions, here are three reasons why “accidental” B2B marketers decide to become lifers.
The energy is contagious
A project meeting with an engaged B2B client is like performing improv. Everyone gets animated, ideas start flying and anything is possible. The energy happens because you’re demonstrating a genuine interest in the client’s world and taking a collaborative approach to their goals. You’re also helping them to see their marketing possibilities in a new light. It’s the best type of meeting and the buzz lasts long after it is over.
The work is courageous
If you’re going to move the needle for emerging B2B brands, you need to go bold. That’s because you’re usually competing against much larger companies with global brand awareness and significant marketing budgets. It’s not easy to storm that castle, but it’s worth the risk. When your client shakes up the industry icons everyone takes notice. You simply need the courage and skill to outthink the competition.
The appreciation is genuine
If you can help someone’s dream succeed, it’s a wonderful feeling. Many B2B businesses started with one brave individual’s vision, and their employees are like family. Once you earn their confidence, they will appreciate everything you do to help them along.
The bottom line is simple: In B2B, your ideas, your work ethic and your experience simply matter more. And that’s no accident.