Last week we hosted our first ever Rooster Punk Club event at the Groucho Club, with the interesting and inspiring Paul Feldwick, author of “Why Does The Pedlar Sing?” and “The Anatomy of Humbug”.
We were pleased to have attendees from all parts of the B2B marketing world, all with their own views and opinions which were great to hear.
As B2B marketers, there was agreement that we often love to talk about salesmanship: nailing the pitch, crafting the perfect value proposition, and driving those conversions. But there’s a secret weapon we often overlook: Showmanship.
Think P.T. Barnum – the original ‘Greatest Showman’. He didn’t just sell tickets to his shows, he created events that everyone was talking about. He knew how to generate buzz, build anticipation, and make his stars household names (Jenny Lind, anyone?). He used publicity stunts, merchandise, even controversy – all in the name of putting on a great show and selling more tickets.
Sound familiar, B2B marketers? There was certainly agreement amongst attendees that we’re often so focused on the “sales” part of our job that we forget the “show” and that we could all benefit from a dose of Barnum-style showmanship.
Some of the themes that got real discussion:
Building fame: Fame isn’t just for consumer brands. B2B buyers are people too – they respond to emotions, stories, and memorable experiences. Creating fame for a B2B brand means getting people talking about it, creating a sense of social proof that reassures potential buyers.
The need to grab attention: In a world saturated with marketing messages, the value and importance of standing out is often overlooked. One participant describes B2B websites as “walking into a market stall” – bland, transactional, and forgettable. We need to create visual impact and emotional resonance to cut through the clutter wherever our brands show up. Another said how the company’s CEO had asked for more “razzmatazz” when reviewing brand creative ideas. So the appetite is there.
Make it human: Even the most “serious” B2B products and services are ultimately bought and used by people with their own needs, motivations, and anxieties. Tapping into these emotional drivers is key to creating a connection that goes beyond logic and data.
The takeaway: B2B marketing needs to be braver, more creative, and more willing to embrace the principles of showmanship.
Here are some key lessons and takeaways:
Don’t be afraid to be different
Challenge the conventions of your industry and find ways to surprise and delight your audience.
Think visually
Invest in strong visual imagery and design that creates an immediate impact and reflects your brand personality.
Tell stories that connect
Move beyond product features and benefits and focus on crafting narratives that resonate with your audience’s emotional needs and aspirations.
Remember, B2B buyers are people too. They’re looking for brands they can trust, connect with, and even admire. By embracing showmanship, we can transform B2B marketing from a transaction into an experience that builds relationships and lasting brand loyalty.
So, let’s channel our inner P.T. Barnum and bring on the razzmatazz!