“Boring to boring”, “fridge door poetry”, “a powerpoint slide that found its way to the back cover of The Economist”…These are some of the more incisive characterisations I have heard in the last few months when discussing business-to-business (B2B) marketing with experts, including an Ivy League university professor, various CMOs and the chief strategy officer of a global advertising agency.

B2B marketing’s reputation as the poor relation of business-to-consumer (or ‘real’) marketing starts, unfortunately, in the formative years of aspiring marketers. Getting formally trained or even just clued up in the discipline of B2B can be tricky. The Chartered Institute of Marketing, to use one UK-based illustration, offers only six B2B marketing courses out of an otherwise comprehensive, if consumer focused, catalogue of 84 training modules.

Is that because B2C is more relatable, involves larger budgets, employs more marketers or is just easier to teach? None of the above, even if it were true, should stop you from following the money. And, you guessed right: the money is in B2B.