Counting our blessings: #2 B2B is the place to be

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‘Tis the season to count our blessings, and Sam can count at least five. In her last post, she gave thanks that we have been a virtual communications agency from the start. Blessing number two is all about B2B. The rest will follow over the next few days.

B2B is the place to be (vindication at last)

I’ve given many university lectures in PR over the years. I’ve rhapsodised about B2B to rooms of glassy-eyed students whose minds are made up already and can’t see past the bright lights of B2C. In a class of 70, you might get one student who goes, oh, B2B might be cool; tell me more. They usually become our interns.

And who could blame them? Like most people I know, I fell into B2B because it has none of the glamour, accessibility, or hype of B2C.

Let’s face it: producing and launching an industry white paper will never get us on the red carpet at the Cannes Lions Awards.

No one is queuing up to make AbDrab, a comedy series based on the hilarious adventures of a couple of studious B2B PR ladies.

Of course, the year has had its ups and downs, but they do not appear to be related to the pandemic. It seems that working only in hard-core B2B tech and fintech has given us a level of protection from the catastrophic impact COVID has had on so many sectors, all connected to B2C.

For that, we are truly grateful and can only wish our industry a speedy recovery.