So, it's Sunday night. You're watching guilty-pleasure TV, making a conscious decision not to catalog the litany of junk food choices you made during the football game and generally being irresponsible-lite on your too-short weekend.
Tomorrow you don your suit. Ok, at least a clean sweater. Fill the gas tank, grab a Starbucks, commute to work. Does that fundamentally change you? Do you suddenly become Dr Spock - driven fully by logic and data - or are you still, pretty much, yourself? You - a person who digs simplicity and fun and motion and a really good email in your inbox?
The single biggest mistake B2B marketers make: forgetting people are people.
Even in a cube, we still value understanding how a product benefits us - selfish us. The us who bought the random throw pillow at Target this weekend. The us who is baffled by our 401k. Us who always wants desert even if we don't order it.
We still value things looking great and working great and generally adopting a consumer ethic of responsiveness and relevancy.
So, why does most B2B marketing feature a toad with a crown introducing 59 charts and enough lingo to lose the geekiest among us?
Here are three sites in the B2B space that I admire for adopting a consumer ethic of show/don't tell and generally building a brand experience even in these most practical of spaces (glue, janitorial supplies, and store signs):