Anyone who’s hoped to escape the popularity contests of highschool might be a little disappointed if they ever got a job in B2B marketing. The real challenge though isn’t just the fact that these contest are more intense from competing for high profile corporate attention. It’s also because all that intensity’s just been magnified as online technology throws itself in the mix with offline marketing.
It’s not really the fault of technology that more companies have increased integrating an online marketing approach (whether it’s just adding a page on Facebook or reformatting their email templates for mobile readers). It just sort of happened.