To be quite honest I have been thinking about this blog’s creation for two years. I like to write, I love BtoB marketing, so blogging sounded like the best compromise ever for me. I also believe that this blog can be a way to meet people with different views, different experiences and opinions, and I liked that. When I connect on Twitter everyday and check new people that I wish to follow, I realize how much the BtoB marketing world has endless perspectives. Quite often I hear that BtoC marketing is sexier than BtoB marketing, but I truly don’t believe in that. As David Meerman Scott writes in his article, “BtoB do not mean to be too boring”.

This is right: I never worked on a fancy Christian Dior’s perfume 2M euros marketing campaign. I have never been in charge of increasing impulsive camera purchase on Amazon commercial websites. I had a couple of chances to try BtoC at the beginning of my humble career, and I must admit that I got very much bored.

I totally understand that Marketing has a bad reputation sometimes. When I talk to my people, my friends, they describe the marketer as “a young and brilliant guy with a nice suit who wakes up every morning to make more consumption pigeons buying more and more stuff they don’t need”. Somehow I agree with them. It might sound quite excessive and vague (and I apologize to any BtoC marketer who might be offended by those words), but this is what took me away from BtoC marketing in the early stage of my short career.

What makes me a BtoB marketing lover is the long term business relationship you need to build either with your potential clients (leads) and with your existing clients (contacts). The conversion funnel depends on so many criteria and marketing levers that your job is a incredible mix between a brain-teaser, a treasure hunt and a harsh cardio training session. You need to think 360 degrees every single day to be present at the right time, at the right place, to be able to achieve your business strategy and objectives, and look like an expert in your industry. In BtoB, decision-making is based more on logic than emotion, time to make a sale takes longer, multiple people are involved in the process, and this is what excites me.

This is what I have been doing in the software industry since 2009. I enjoy this a little bit more every day, and this is why I would like to share it with you, marketing world.

In this blog I will mainly share views about:

  • BtoB Lead Generation
  • Search Engine Marketing
  • Marketing Automation, Trigger Marketing, Behavioral Scoring
  • Content Marketing
  • e-CRM
  • BtoB Sales
  • Lead Nurturing

I will also publish some book reviews that I hope you will enjoy, as well as interviews from recognized BtoB marketing influencers.

Thank you in advance for reading, and feel free to get in touch with me on Twitter and LinkedIn.



Written by Aurélien Gohier