Maybe it’s the summer or the result of a stronger economy, but lately it seems I’m constantly reminded of a major difference between business-to-government (B2G) and business-to-business (B2B) marketing: the gift rules and restrictions. It struck me yesterday when I received a Starbucks gift card in the mail from a B2B vendor with whom I’d never spoken or met. (Side note: I was amazed that this vendor neglected to include a business card or simple contact information so I could easily thank him/her, but that’s another story.)
My job title and (incorrect) assumption that I control a massive marketing budget have earned me unsolicited Amazon gift cards, invitations to fancy meals and sporting events, gadgets, and other blatant attempts to buy a meeting with me, all in the interest of pitching a new marketing software package or service offering.
Hey, I’m not knocking it. When I worked exclusively in B2B marketing, I did it too, and it often worked. But in B2G marketing, it’s not that simple.
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