The loss of B2B Marketing magazine

OK. I’ve given it some time. And, if anything, it’s gotten worse. B2B Magazine was subsumed by Ad Age a few months ago. The promise was that it would be part of a bigger entity – better coverage, leverage the commonalities between B2C and B2B marketing. I would call this an epic fail. Like #EpicFail.

My latest issue of Ad Age had zero content related to B2B marketing. Zero.

Now, I do believe there is a lot of in common between B2B and B2C marketing. Especially around what motivates people. But, they are two different animals. Completely. Maybe you’ve seen this recent article on Ad Age.

I Call B.S. on B-to-B and B-to-C: Distinction between business and consumer marketing is irrelevant

Seriously. They printed this piece of drivel. Maybe it was just to stir the pot. If so, it worked with me.

All you need to do is read the comments and you will see the rebuttals to such a dumb statement. Having done both B2C and B2B marketing, I KNOW the differences. Unlike the author. The biggest difference by far is the buyer process. For B2B purchasing, especially for bigger ticket items, the buyer process is a group decision. In most B2C, it is a single or two-person decision. Plus, B2B is “spending” company money – not their own.

And that’s just part of it.

So now, I’m trying to decide whether I want to keep my free Ad Age subscription. I find little value in it. I’d love to know what other marketers think.

 

 

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