Monday, October 27, 2014

B2B: It’s Not Just Robots Anymore

Gary Slack Keynotes AMA Regional Conference

 +Gary Slack from Slack and Company was our keynote speaker at Aurora University’s +American Marketing Association Collegiate Conference last Friday October 17th at Aurora University.  The event attracted over 300 students from 35 Universities nationwide to network, compete and learn about marketing and career options in marketing.  +Aurora University now has the largest Collegiate Conference in the country. Gary is the Chief Experience Office and founder of Slack and Company, which in 2014 received awards for best B2B Marketing Agency from both Ad Age and the Business Marketing Association.

b2b marketing, american marketing association, slack and company
Gary Slack, CEO of Slack and Company, Addresses AU AMA Collegiate Conference on "B2B Rising"
To kick off the meeting, Gary said that over two-thirds of marketing is B2B (I have heard it is closer to 80%) and that he hoped to encourage students to go in to B2B Marketing.  He said it is a great space to consider working and that there is a lot of opportunity in B2B.  B2B in the past was considered bland compared to B2B, but that is no longer true.  For example, Google is a B2B company, making most of its revenue off of business advertising.

Gary said what really has changed is that B2B marketers have assumed in the past assumed they are marketing to robots. Marketers assumed that the decision was only rational and that there was no emotion.  Therefore, the marketing approached had to be cut and dried and factual.

B2B Marketers Suffer from FUD

However, Gary said that B2B Marketers have a lot of FUD (Fear, Uncertainty and Doubt) and that the fear is that a person will make a bad decision and ruin their career.  The prices are higher in B2B and the stakes are higher if you make a bad decision.  Impulse items at the grocery store carry little risk or fear.  The old adage use to be:  “No on ever got fired for buying IBM,” indicating IBM was perceived as a rational choice.

Half the Searches on YouTube are B2B

However, times have changed.  B2B marketers are using emotional appeals, particularly in video form. Video is so important in marketing the YouTube by itself is the second largest search engine. In fact, HALF of search in YouTube are B2B related.  It’s not surprising that B2b marketers have jumped on this video explosion. 

B2B Buying IS Emotional

If we realize that 42% of b2b buying is emotional, then we can use documentaries, films, music and original lyrics and photography to make an impact.  Gary showed videos from Cisco, Caterpiller, GE’s Predicitivy (Creative and predictive) and other campaigns to illustrate his point.  Scott Forge is a technical company that creates, among other products, parts for the Mars Rover.  

Scott Forge used real people and dressed in plaid (the company logo) to show that the company works as a team and is not just about technology technology. The Case Construction Company used an original song by country star Kip Moore to create an anthem for construction workers.  Of course the personal appeal of Kip Moore did not hurt the campaign. 

The Internet of Things Hits B2B

Gary highlighted what he called industrial marketing or the ‘internet of things.’ The internet is now embedded via sensor in industrial products.  A great example is large locomotives.  When they break down in the middle of nowhere, they send data back with diagnostic information to speed repairs.  The example of the is the  RailConnect 360 program from General Electric.

LinkedIn is a Must for Networking

Gary ended by showing a commercial his company made for LinkedIn, using fast talker John Macheta which presented the LinkedIn message humorously.  

On a serious note, Gary ended by saying that 55% of Fortune 500 companies now use LinkedIn.  Companies use LinkedIn for higher level executives as well as entry level.  He suggested students get on it sooner rather than later.  I can attest to that as my students in social media class are doing well with LinkedIn.  One of them has been on four job interviews from LinkedIn, just from more fully completing her profile and using the Mobile Job App.

We thank Gary for his talk and the AMA student volunteers who made this event possible. The students also enjoyed breakout sessions with career tips and marketing insights and participated in three competitions, including the first-ever Internet Marketing Competition sponsored by +Stukent, Inc.   I hope the students enjoyed Gary Slack's talk and do go in to B2B marketing. 

Many students said they would consider the career after hearing the talk.   It was a great career path for me in industry and I continue to study business and how they can organize well to manage their ‘big data’ in my research and teaching career.

By Debra Zahay-Blatz.
You can find Debra on  and Twitter as well as LinkedIn.


  1. Do you subscribe to any other websites about this? I'm struggling to find other reputable sources like yourself

    Lead gen blog

  2. Nice information, thank's for share your important data.

  3. It's crazy to think how much of the marketing world has gone digital over the past 10 years. It's a huge way to increase your revenue, and isn't that hard to get started if you have some help. I have been blown away a few times by the power of digital marketing just in my own life.

  4. We specialize in the high-end visual/UX design, La branding, e-commerce solutions, development, SEO optimization, web design services, corporate identities and Digital Marketing Company. We create innovative, emotional campaigns and commerce solutions that drive must-have desire and maintain the highest levels of brand integrity in digital, mobile, social media and emerging technology. We partner with forward-thinking brands including Lanvin, Aloxxi, Samsung, Electronic Arts, The Light Group, Mercedes AMG and more. We can do some options Los Angeles Web Design, Digital Marketing Company, web design services, design studio venice, iphone apps, eCommerce website design and la branding agency.

  5. This blog have great information about anything.I like this post.It is very valuable and informative post.

    Web Design Services Toronto

  6. This comment has been removed by the author.

  7. Thanks for sharing the information about social media sites. This information is very useful for the businesses for making online presence and branding.

    Social Media Marketing

  8. We are a global marketing and technology agency that transforms businesses for the digital age and one of the Digital Marketing Companies in India . We exist to help brands embrace the creative and technological changes revolutionizing all aspects of their business Web Outsourcing Services India

  9. Nice share and thanks for this informative article
    Digital Marketing Company Bangalore

  10. It is very useful information.. thanks for sharing with us .

    SEO company in India

    1. ISDE has covered latest syllabus of digital education like PPC in Google Adwords, Facebook, Twitter. The techniques are best and up to the mark.

  11. Hi, thanks for your great information! Well, it really seems so great. SEO Wild

  12. Hello, Thanks for sharing this great information. You describes very well about Digital Marketing service . Thanks

  13. Digital marketing services are designed to extend the reach of marketing, sales, and distribution programs for digital goods into new markets or to targeted online communities, for a one-time effort or for strategic long-term campaigns.
    digital marketing services

  14. Thanks for sharing the in wonderful information on digital marketing. It covers the topic to the point.
    SEO Company Indore

  15. It’s an awesome post in support of all the web visitors; they will obtain benefit from it I am sure.Have a look at my website:
    Packers And Movers Chikkalasandra bengaluru
    Packers And Movers CV Raman Nagar
    Packers And Movers Bangalore claim to be the #best packers and movers Bangalore offering premium administrations and fulfilling each client that has benefited our administrations.

  16. An excellent information provided thanks for all the information i must say great efforts made by you. thanks a lot for all the information you provided.please visit:Packers And Movers Bangalore

  17. nice blog too informative. looking and reading your points its so impressive. doing more blog like this. i really appreciated doing like this.
    Digital Marketing Training in chennai

  18. Given informative are nice to read and gain more which is most helpful for improve the technical skills.

    Digital Marketing Company in Chennai

  19. This is a great post. I like this topic.This site has lots of advantage.I found many interesting things from this site. It helps me in many ways.Thanks for posting this again.
    Seo Services in Nagpur

  20. Best Outfits For Young ladies, Womens and Girls
    We Have Some For You In Your Budget For more…
    Plz visit:-Designer Lehenga

  21. We Have Some For YoBest Outfits For Young ladies,Womens and Girls
    u In Your Budget For more…
    Plz visit:- Lehenga Choli

  22. Pretty article! I found some useful information in your blog, it was awesome to read, thanks for sharing this great content to my vision, keep sharing..
    Digital Marketing SMS
    Digital Mobile Marketing

  23. I cannot truly enable but admire your weblog, your weblog is so adorable and great.It has given me courage to try scarier things. I tend to steer clear of them but not anymore.
    Packers And Movers Hyderabad

  24. which suggests that men are able to move up in rank much quicker than women. Either way, Mytrickschool

  25. The saree is an integral part of Indian tradition and culture and its origin dates back to the Indus valley civilization. Although originated as a simple piece of cloth that is to be wrapped around the body, today it has several modified forms.for more..
    Plz visit:- Indian Sarees

  26. Anarkali Dress,Designer Dress has been divide into three main parts which actually
    complete it, kurta, salwar and dupatta.The designs that we have at
    our website are select very carefully so that you can make your decision quickly.
    Plz visit:- AnarkaliDress

  27. Designer Wedding Lehenga is perhaps the desire of every single girl in this world to look amazing on her wedding day.
    It is certainly important that the bride must be the star of the show.The most beautiful woman at the wedding venue.
    In India,Wedding Lehenga are the most obvious choice for the brides.There are many designer Wedding Lehenga in our site...
    For more...
    Plz visit:- Wedding Lehenga


  28. Designer Pakistani Dresses is perhaps the desire of every single girl in this world to look amazing on her wedding day.
    It is certainly important that the bride must be the star of the show.The most beautiful woman at the wedding venue.
    In India,Pakistani Dresses are the most obvious choice for the brides.There are many Pakistani Dresses in our site...
    For more...
    Plz visit:- Pakistani Dresses

  29. You can buy from our large and diverse collection of salwar kameez, party wear suits, Bollywood collection, cotton Kurtis, Anarkali suits, Bollywood saree and many other products.....
    We Have Some For You In Your Budget For more…
    Plz visit:- Kurtis


  30. This information is impressive; I am inspired with your post writing style & how continuously you describe this topic.

    Pawn Shop

    Pawn Loans

    Pawn Shops

    Pawn Loan

    Pawn Shop near me


  31. Its a wonderful post and very helpful, thanks for all this information. You are including better information regarding this topic in an effective way.Thank you so much

    Personal Installment Loans
    Title Car loan
    Cash Advance Loan

  32. A wardrobe with the best ethnic collection is important to every Indian woman. She would definitely love to own everything that is new and trendy. We Have Some For You In Your Budget For more…
    Plz visit:- Salwar Kameez

  33. India is the country of culture Festival.People in india are so crazy about festivals.Diwali is the biggest festival of India.It is the Festival Of Lights.
    Christmas is the New Year of Christians.
    Plz visit:- Happy Diwali Wishes
    Merry Christmas Images
    Happy New Year Wishes

  34. You can buy Lehenga, Patiala salwar suits,Anarkali Suit, Gown, Salwar Suit, Saree and get an exquisite design for you. There is something for everyone here. We even offer customized tailoring. Visit at..
    Anarkali Dress
    Punjabi Dress
    Wedding Saree
    Lehenga Choli
    Ghagra Choli
    Silk Saree
    Ladies Suit
    Indian Saree
    Designer Dress
    Bridal Dresses

  35. Designer clothes are the reflection of personality of a person. It's very necessary to choose the wear according to an ocassion. In India,Designer Bridal Saree are the most obvious choice for the Young Ladies & Girls. Many more Collection is available at our site. For More....
    Ladies Suit
    Indian Saree
    Designer Dress
    Bridal Dress
    Designer Kurti
    Wedding Dresss
    Punjabi Suit

  36. India is a land of varied culture and religion and throughout the year a series of interesting events and festivals take place here. So, it can be expected that if you will ever visit India you will get opportunity to enjoy at least a few such occasions.
    Happy Diwali Wishes
    Merry Christmas Status
    Happy New Year Status

  37. this is really nice and effective blog, i found lots of information in this blog and sites for commenting is best.Very nice I like a lot of these topics...
    Packers And Movers Chennai

  38. Business to Business is the most common method. Digital Marketing is the latest trend for promoting your business. Pi Technologies offers cost effective Digital Marketing Services in Indore to our client for getting targeted traffic, leads and increase revenue. We use innovative digital marketing strategy to get larger market recognition and trust.

  39. Thanks for this inspirational post! amazing blog!! i love the content! im into digital marketing too! great effort ! thanks a ton! Bluehost Black Friday Deals

  40. Very well written information. It will be beneficial i really appreciate all your efforts ,thank you so mch for sharing this valuable information with all of us.
    Packers And Movers Mumbai

  41. Packers And Movers Hyderabad Local Household Shifting Service, Get Free Best Price Quotes Local Packers and Movers in Hyderabad List, Compare Charges, Save Money And Time @ Packers And Movers Hyderabad