As a whole, B2B marketing is boring. There, I said it.
One reason is the frequent pursuit of the “safe” approach. No judgement. After all, it’s easy to understand that mindset. Job security is important, and many B2B organizations have created cultures (whether intentional or not) that discourage original thinking and punish experiments that don’t produce optimal results.
In that hunt for safety, too many B2B marketers rely on “best practices”—blindly following whatever the least risky convention is. But if you’re a challenger brand trying to capture or defend market share in a highly competitive market, maybe the safest approach isn’t the smartest.