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B2B marketing and the struggle to be different

Note to readers: the monthly PR tech sum will get back on schedule next week.

You are not your target audience.

Multiple cognitive biases from a “False Consensus” to “Dunning-Kruger” demonstrate that’s easy to say and hard to follow (a solid but fast read on cognitive biases is The Choice Factory by Richard Shotten).

Yet it’s important to remember because sometimes what sounds different to us, sounds the same to others. Just look at the martech landscape in 2024: that’s the “sea of sameness.”

(click image for higher resolution)

To stand out in B2B marketing, we’ve got to be different.

Striking a wine glass with a fork will silence a crowded room better than shouting because the noise is different, not because it’s louder.

If we want our marketing to stand out, we’ve got to be different.

It’s harder near-impossible to be different when we assume everyone thinks as we do.

Data-driven posts on being different:

Image credit: DALL-E and Chief Martec

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Pair of surveys show why B2B tech needs to work on their customer marketing efforts

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