B2B Marketers Should Build Bridges If They Want Opportunity


Latest talks of opening diplomatic relations between Cuba and the United States could create new opportunities for certain industries. When you think about it though, B2B marketers don’t necessarily have to create world peace just to see how building bridges can also grant them their own opportunities.

The word opportunity though could inspire a bit of a backlash. After all, maybe the thought of creating world peace could be the more ideal incentive than just the idea of your company making more money. That however can be the same trap where opportunity is lost.

Look at the idea of world peace. Isn’t the logical result of that peace more economic prosperity? The logic would have to be totally backwards if one thinks that benefit automatically diminishes the value of that peace.

Maybe it’s the idea of making that prosperity as the objective. But even then, it’s often detrimental to prosperity when it’s pursued for its own sake instead of caring for the process that creates it. In the case of B2B marketers, it no longer makes sense to care about sales when you neglect the process which created the leads.

The important thing is to remember how they’re interconnected:

  • Reduced friction – As a B2B firm, the satisfaction of your client isn’t solely dependent on just an individual. So many other people factor in: Co-workers, superiors, their own customers etc. These people have the potential to come in conflict with your main client. But by building bridges (e.g. fixing the generation gap differently aged workers), you reduce the friction that would have normally resulted in lower customer satisfaction.
  • Fewer biases – When people get along, there are fewer biases but there are only fewer biases after things have been cleared up. This can be something as simple as dispelling popular myths regarding an industry or a product. It could also be as challenging as resolving deep-seated issues that have plagued a company for years.
  • No victims – And lastly, always go for a win-win. It sounds idealistic at times but making sure an initiative benefits more people is more logically guaranteed to secure larger buy-ins. When bridges bring people together and share the benefits, you’ll have less people calling for your head. (Or worse, scheming and plotting to overthrow you revolutionary’s narrative often goes.)

Do you really need a papal intervention to get you into the mood of diplomacy? If you simply look at the benefits of building bridges, it shouldn’t be the case.