B2B Marketing Innovation? Follow the Eagle

In business, what type of person is an “eagle?” Eagles are visionaries, risk takers, and innovators. They are self-motivated and take on a sense of ownership in any endeavor they’re involved in. Eagles rise above average performers, they do great things, they come up with creative solutions and are always the first to embrace technology that offers better results.

I recently read an article on the Product Design & Development website written by Mike Rainone, co-founder of PCDworks, a technology development firm specializing in breakthrough product innovation and financial business banking resources. The article, entitled “Corporations Kill Eagles” basically makes the point that although corporations seek to recruit “eagles” because of their leadership abilities, visionary qualities, and fearlessness, once hired, their desire to freely soar meets resistance and is held in check.

While many eagles, given the opportunity, jump into entrepreneurial ventures, there are still just as many who work in corporations their entire careers. They learn how to “work” their corporate system in order to accomplish many of their goals, and accept that they won’t win every battle.  After all: we can’t all be entrepreneurs, can we?

Rainone says, “Structurally, corporations are burdened with bureaucracy. When one has to go through a bureaucracy to get a question answered, purchase something, or to get permission to try almost anything, then by definition that structure will stifle creativity and innovation.”

I couldn’t seem to quit thinking about this article.  Although the context is very different (it’s related to product innovation), it occurred to me how much it relates to eagles I’ve encountered recently in B2B marketing within a manufacturing or service corporation. They know they must re-engineer their marketing programs to incorporate Inbound Marketing. The desire to soar to new heights in their marketing efforts is there.  They are willing to take a risk, and anxious to embrace the continuing innovation that the Internet offers to those in B2B marketing.  However, they often cannot make the decision on their own since it represents an ongoing financial commitment. Plus, their older leaders, not as in tune with the changing marketing scape, resist approving techniques that they view as “unproven.”  (Even though this is a fallacy. There are numerous studies that debunk this way of thinking.)

The industrial business sector has generally been resistant to the use of Inbound Marketing tactics over traditional.  Many in leadership still believe that social media marketing, search engine optimization (SEO), web content marketing, even EMAIL marketing are only successful for B2C businesses. Like the proverbial camel, their head remains in the sand while an eagle in their midst is struggling to arise and bring the company into the world of 21’st century marketing.

You know who you are. Are you an eagle, willing to fearlessly move into the uncharted territory of Inbound Marketing?  Or are you the one stifling the eagle’s instinctive desire to innovate?

I don’t have data to back this up, but I’m guessing that the industrial companies who are already gaining a competitive advantage with their Inbound Marketing efforts are typically led by eagles – or they have eagles driving the initiative, and leaders who are smart enough to let them.

If you are in the C-Suite of a B2B manufacturing corporation and want to lead rather than follow, it would be wise to listen to the eagles on your marketing team. I’m betting they’re already advocating an Internet based marketing approach. Let them put a program in place, and leave your competitors at the foot of the mountain while you soar above its peaks.