B2B still lives in the feed
- B2B marketing
- Feed economy
- Platforms
B2B buyers do not leave the feed when they go to work. They scroll TikTok, skim Reddit threads, save Pinterest boards, and check X between meetings. The funnel still exists; the first mile is attention.
That is why “platform marketing” is not a side project for emerging-market B2B. In Cyprus, Malta, Kazakhstan, and Azerbaijan, the brands I work with still need rooms, partners, and clear stories — but those stories have to survive a three-second scroll.
Three working rules I keep returning to: (1) Lead with the job the buyer is trying to do, not the platform logo. (2) Design events and partner programs as content systems, not one-off activations. (3) Decide in-house vs agency by the work that needs continuity, not by habit.
None of this requires fake uplift numbers. It requires honesty about what the feed rewards: clarity, rhythm, and proof people can check. I will keep testing that thesis on stage and in EK Notes — and update it when the markets prove me wrong.
More on the feed economy on stage: IMH·iFX EXPO.
Next in this series · B2B marketingContent that moves dealsRelated notes
- Your AI SDR is a deliverability programAn outbound agent on a big list mostly spends your sender reputation. Replies come from small segments, checkable facts and a human edit.
- The AEO checklist is not the leverFAQ blocks and schema do not get you cited. Pages written in your buyers' words do, and one visibility score cannot show it.
- The favourite is picked before the formBuyers often pick a favourite before filling in your form. Read it as a late signal and let them set the timing.