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B2B Marketing is Boring, but Doesn’t Have to Be

November 13, 2009
at 12:00 pm PST

This week in Paris, more than 150 Cisco partners from around the world convened at Partner Velocity where they learned marketing tips, tricks, and proven techniques. At the event, a list of renowned speakers and experts talked on topics ranging from B2B marketing, generating new ideas, the eight commandments of social media, to personal branding, the sales funnel, and video.

Many of the talks and break out sessions will be posted on the Velocity web site in the coming weeks, so be sure to check back. I’ll also be posting interviews with the speakers here on the blog so you’ll get the key takeaways from these sessions.

In the first interview, I talk to Martin Lindstrom, author of the book “Buyology.” He’s known for his work and research around buying habits and what drives B2B spending. In this interview, he talks about B2B marketing and the fact that so many companies turn it into “boring-to-boring” marketing. But it doesn’t have to be that way.

Do you agree with Lindstrom? What innovative ideas can you bring to your marketing?

Whether or not you went to Velocity, visit the Channels Buzz community to get involved in the discussions from the event, talk about marketing, and see the videos partners have uploaded.

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3 Comments.


  1. Brilliant. A new front in the Battle Against Boring. We sometimes say that in the four buying stages, steps 2 and 4 are driven primarily by irrational factors:1) Identify a need (pretty rational)2) Draw up a shortlist (irrational)3) Evaluate all proposals (rational)4) Make a decision (often irrational)

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  2. Nice stuff to be kept in mind before the business talk…I like to follow keep sharing.

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  3. I think the reason most B2B marketing is boring is because of business owner’s concept of what is professional”” (as in stuffy or boring), and a fear for being perceived as unprofessional if they inject humor or something that makes them stand out from the crowd of mediocrity.”

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