We've all heard experts talk about the importance of authenticity in business. When it comes to creating authentic content that means sharing genuine, honest opinions - even it means taking risks and going against the grain.
Let’s face it, few people in B2B are brave enough to say what they really think. It’s as if there is a strange corporate filter that only allows safe opinions to pass through. It’s why we are continually subjected to borrowed perspectives and rehashed advice.
The world of B2B marketing has a particular type of filter. Any opinion has to be filtered to protect the industry from exposing its shortcomings.
Here’s what I mean.
Marketers are obsessed with what Mark Ritson refers to as ‘Future Wank’. This ongoing fascination with finding the next toy or revolutionary approach to jump on, to cover up the lack of marketing fundamentals.
Knowing this, agencies are obsessed with leaping from one bandwagon to the next, to snare their next client. Also seeking to exploit Future Wank, B2B marketing pundits regularly herald the dawn of new marketing, which is really no different to the old one.
We’re forever launching new buzzwords to reposition old strategies with the aim of reinventing B2B marketing all over again. It’s why anyone outside of marketing thinks our discipline is a complete basket case.
Right now there's some serious questions being asked about marketing in B2B. Are marketers really driving revenue? Do our playbooks still work today? Is AI going to eat our breakfast?
Does this mean everything we’ve learned has gone to shit? No. Things will change, but it’s always been evolution not revolution. B2B marketing as we know it is not dead. It just may be in need of a little surgery.
So WTF is Unfiltered?
As a marketing consultancy, we’ve been crap at marketing ourselves. But it’s not a case of cobbler’s shoes. We just couldn’t bring ourselves to apply the filter to dilute our opinions. And on the flipside, we’ve got some very strong views on what needs to change in B2B marketing.
However, we’ve finally grown a pair and launched ‘Unfiltered’. It’s basically our forthright opinions without being watered down to avoid offending or alienating anyone. It’s our umbrella name for video, audio and written content.
It’s also unfiltered because we’re going to talk, just how we talk. Our language isn't going to be sanitised, copy-written or run past Colin in legal.
So why now? With marketing in B2B under increased scrutiny, we don’t think it’s the time to be a snowflake. We want to speak-up, ask some hard questions and have an actual, unfiltered opinion. We also need to market our own business and this is the only way it will work for us.
Our unfiltered shit
There's a lot of bullshit spoken in the world of B2B marketing. We're going to call it all out. But we won't just point out what's wrong. We'll provide practical, alternative perspectives that will actually help you run your marketing programmes better.
This might be our take on a strategy or a process, plain-language 'how-to guides', actionable tips, or best practice frameworks for the real world.
Our team has tons of experience in the field, working for over 70 B2B tech companies - both agency and client-side. So we've got loads to share.
Here's a taste of what you can expect:
- Honest opinions on the latest B2B marketing practices covering strategy, technology and execution
- Bullshit-busting takes on the absurd advice served-up by uninformed agencies and so called 'experts'
- Well-constructed rants that challenge over-hyped bandwagons and the marketing industry's obsession with Future Wank
- Candid interviews with other marketers and business leaders who have strong views on marketing and sales
- Personal stories and anecdotes from our team, based on their day-to-day experiences
Some stuff will be controversial. Some of it won’t. Some stuff should be helpful. And some might be unapologetically shite.
Client disclaimer:
While our tone of voice works for us, it doesn't mean we think it will work for our clients. We do advocate ballsy opinions and are fortunate to work with people who have them - but our frank and colourful language is not representative of our approach to client work. We’re not stupid. We still want to get hired ;-)
In short, if you're looking for straight-shooting, provocative B2B marketing opinion, then you're in the right place.
