The ultimate New Year’s resolution
By Randy Mitchell
Here’s a New Year’s resolution for every marketer out there: Change the world in 2023.
Believe it or not, it’s entirely possible. And your ideas have the power to make it happen. You simply need to share them on the right stage.
That’s a promising sentiment, but where is the right stage?
What account, media channel or agency has the reach and resources to unleash your breakthrough ideas on humanity?
It would be natural to assume that your best shot would be to work on mega brands, like Coca-Cola, Nike or McDonald’s. They have massive budgets, devoted consumers and household brand recognition across the globe. Your ideas could really shake things up on those accounts, right?
Like all daydreaming creatives, that’s what I thought. Then I worked on those accounts and reality gave me a noogie.
The brand behemoths had no idea who I was, and their deeply entrenched marketing machines did not welcome any original thinking. That’s not unexpected. Each brand employed multiple agencies, legions of creatives and countless marketing managers. They probably had six or seven campaigns running at any given moment in every channel and language you can imagine.
Yes, premier B2C brands have the resources to shape global perceptions—but that impressive energy usually comes from a large collective following a corporate construct, not a select individual with a transformative idea.
So, if the answer isn’t a mega brand, where can your ideas find their path to immortality? The truth might surprise you.
This year, Boomm has worked with multiple B2B brands, including some you may have never heard of. There were family-owned companies, ambitious startups, industry leaders and evolving firms—all with truly individual challenges.
The unique B2B projects we tackled would be hard to classify, but working on them was impossible to forget. 2022 brought on the types of marketing initiatives that represented a new frontier for many clients and required completely original thinking.
In short, as B2B marketers we were given the opportunity to make a world of difference.
What makes B2B ideas so powerful? Here are three reasons why it’s truly rewarding working for B2B brands.
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 want to move the needle for emerging B2B brands, you need to go bold. Remember, 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.
As you can see, I’m not overstating your importance by saying that B2B marketers can “change the world.”
The world you change is your client’s. And the difference you can make means everything to them.
Happy Holidays and good luck changing the world for the better in 2023.