Can we stop with the “B2B is boring” stuff (Dave's Newsletter)

Can we stop saying B2B is boring?

Editor’s Note: Dave here, welcome back. Editing this edition on Sunday 12:02 PM ET; I am finally feeling better 3 weeks post hip surgery and was able to get back to the gym three days in a row, so let me tell you my mood is UP. This week I’m ranting about how I see so many people saying “B2B is boring” because it’s not. I’ve spent 15 years working in this space and have met so many interesting people across different industries, doing really cool stuff. And I wanted to highlight some of that here, because I think sometimes in this industry we think our jobs are not that cool. Or we wish we were those “B2C” marketers – but is selling hoodies and CBD seltzers online somehow more noble? Please read this one.

B2B is not boring. It's just a fun little line you can push on LinkedIn and get good engagement. It's provocative. It gets the people going.

But B2B is not boring.

Here are five industries that prove it…

1. Healthcare Technology & Life Sciences

You're building software that keeps hospitals running. Processes clinical data. Powers drug trials.

The stakes? Literal human lives.

The complexity? Sky high.

Tell me that's boring with a straight face.

2. Industrial & Advanced Manufacturing

Robotics. Automation. Precision machining for aerospace, EVs, and defense.

These companies write the future of how things get made. Laser sensors. Machine vision. Digital twins.

This is the stuff that builds everything else.

3. Cybersecurity & Enterprise IT

Real-world digital wars. Nation-state attacks. Ransomware. Data sovereignty.

Every Fortune 500 company relies on layers of B2B vendors just to stay online.

The engineers working here are digital firefighters. Nothing boring about that.

4. Supply Chain, Logistics & Hardware Systems

Sensors. Routing algorithms. Cold-chain shipping. Warehouse robotics.

It's the physical internet.

The reason your iPhone shows up on time. The reason your prescription arrives when you need it.

No TikToks. But tons of math, machinery, and innovation.

5. Clean Energy & Climate Tech

Wind turbines. Grid software. Carbon capture. Industrial decarbonization.

Massive capital. Huge impact. Long cycles.

These companies are redesigning how civilization powers itself.

So What's More Boring? What’s More “Important”?

Selling hoodies online? Or any of the examples above.

The problem isn't that B2B is boring.

The problem is that B2B marketers sometimes make it boring.

We hide behind jargon. We lean on buzzwords. We forget that even in B2B, humans make decisions.

We write like committees instead of people.

But that's a choice, not a requirement.

Why This Matters

Every single conversation I have reminds me that the best marketers don't think in categories like "SaaS" or "not SaaS."

They focus on timeless principles.

Understanding your audience. Telling a clear story. Building trust. Creating demand.

Those things work everywhere.

What This Means for You

If you work in B2B and think your industry is boring, I'm challenging you on that.

You're probably working on something that keeps the world running. Something that solves a real problem. Something that matters.

That's not boring.

The question isn't whether B2B is interesting. The question is whether you're telling the story in an interesting way.

– Dave

P.S. Reply back and tell me what industry you're in. Seriously. I want to hear from the marketers working in industries people think are "boring." Manufacturing. Logistics. Healthcare. Financial services. Whatever it is. Tell me what you do and what problem you solve. I guarantee there's something interesting there.

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