The latest issue of BtoB Magazine (Nov 12 issue) had three pretty critical letters to the editor, two focusing on their recent ‘BtoB Best’ feature.
Some snips:
- “Ge, yeah; AT&T, yeah; HP, yeah, yeah–yawn. Same old bunch saying the same old things…What about those of us slugging it out in less glamorous trenches?…Next year dig a little deeper.” –Frederick Sitter
- “You must work for a Fortune 500…average years in your current job is 2.3…steer projects like ‘ecomagination’ and ‘people-ready business’…and it helps if you are white. … Let’s face it, Forbes you ain’t.” –Steve Lundin
Then Bob Bly takes them to task for their selection of best BtoB direct marketing campaigns, which were likewise from big companies and heavy on the gloss:
- “The accompanying articles don’t talk about response rates, leads, or sales generated.”
Indeed, why focus on the big boys?
So do we read BtoB to see, and maybe learn, how the rock stars of B2B marketing do it? Or do we snicker at them the way we do at models in $300 jeans in Men’s Health or GQ magazine? Or are the editors just to lazy to look at real, results-oriented B2B marketing. Personally, I think their location in NYC is probably part of the problem.
The editorial content at B2B comes from all over and literally crosses the country. So it’s not a NY centric view. And B2B not only handles advertising from tons of TROU agencies and companies – it profiles them as well. I think this is an example of running a peanut gallery editorial on corporate bobble heads as chum to attract the big name advertisers. If anything – B2B is typically the voice of SMB’s – which is what makes the publication great – and the editorial such a disappointment. Note that we haven’t seen much response from all those great marketers profiled. Maybe sticking your head in the sand is what they are taught in PR 101 for Fortune 500 types. Nuff said!
The editorial content at B2B comes from all over and literally crosses the country. So it’s not a NY centric view. And B2B not only handles advertising from tons of TROU agencies and companies – it profiles them as well. I think this is an example of running a peanut gallery editorial on corporate bobble heads as chum to attract the big name advertisers. If anything – B2B is typically the voice of SMB’s – which is what makes the publication great – and the editorial such a disappointment. Note that we haven’t seen much response from all those great marketers profiled. Maybe sticking your head in the sand is what they are taught in PR 101 for Fortune 500 types. Nuff said!
Dave, while it’s true most of the marketers and brands honored in this issue are big, well-known names (something I’m sure BtoB is taking a look at), many of the agencies behind the “best creative” awards are smaller and mid-size b-to-b firms, including Eric Mower & Associates, Mobium Creative Group, Davis Harrison Dion, Sullivan Higdon Sink, Nelson Schmidt, HSR Businesses to Business, and Stein Rogan Partners, only one of which is in New York City. From personal experience, I know that the BtoB magazine editors work very hard on this issue and that input comes from editorial staff members across the U.S., with Chicago-based editor-in-chief Ellis Booker making the final calls.
Dave, while it’s true most of the marketers and brands honored in this issue are big, well-known names (something I’m sure BtoB is taking a look at), many of the agencies behind the “best creative” awards are smaller and mid-size b-to-b firms, including Eric Mower & Associates, Mobium Creative Group, Davis Harrison Dion, Sullivan Higdon Sink, Nelson Schmidt, HSR Businesses to Business, and Stein Rogan Partners, only one of which is in New York City. From personal experience, I know that the BtoB magazine editors work very hard on this issue and that input comes from editorial staff members across the U.S., with Chicago-based editor-in-chief Ellis Booker making the final calls.
Even if they continue to focus on the “big boys,” there is clearly a portion of their readership that wants variety. Even a little change could calm these guys down and keep them buying the magazine.
Even if they continue to focus on the “big boys,” there is clearly a portion of their readership that wants variety. Even a little change could calm these guys down and keep them buying the magazine.