Confident, steely-eyed positivity is the default setting for B2B marketing. There's no room for talk of businesses fighting for survival, economic necessities, difficult decisions, heartbreaking cutbacks, or financial close calls.
The funny thing is, we talk a lot in strategy sessions about meeting customers where they are. About understanding their issues. About empathy and pain points and conflicting priorities. But all too often, whether through brand protection or plain old-fashioned cold feet, an explicit focus on the actual things that are doing their heads in falls short in the execution.
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