The Era of Unified Marketing: Insights from David Jordan of Bader Rutter
In an engaging conversation at the ANA Masters of B2B Marketing, David Jordan, the CEO of Bader Rutter, challenged traditional notions surrounding the B2B vs. B2C debate, asserting that “Marketing is marketing.” This refreshing perspective emphasizes that regardless of the category, every marketing effort revolves around one core principle: moving people.
The Illusion of Categories: What’s the Reality?
Jordan, who possesses a calm demeanor quite unlike the typical robust ad executive, ignited a lively discourse when he addressed the relevance of B2B and B2C classifications.
“That whole B2B/B2C split? It’s not real,” says Jordan. He contends that at its essence, marketing is about engaging people and driving change in marketplaces. When you effectively move people, you also influence markets and, ultimately, stock prices. “End of sentence.”
Jordan’s recent presentation in Naples, Florida, highlighted a multi-year case study on how Bader Rutter successfully aided Zoetis, a titan in animal health, to fend off generic competition while safeguarding a whopping $200 million franchise. This case serves as a beacon for a broader initiative aimed at redefining B2B marketing—shifting focus from mere transactions to authentic connections.
A Quiet Revolution Unfolding in B2B
Jordan is in his eleventh month as CEO and reflects on the journey with wit. “I woke up the other night with the perfect answer to what I’ve learned in my first year," he laughs, acknowledging the fleeting nature of inspiration.
Despite his light-heartedness, Jordan offers a clear and resounding message: the B2B landscape is awakening.
“B2B is as attractive, daring, and bold as it’s ever been,” he asserts. He points out how traditional B2C agencies are now eager to showcase their B2B capabilities, recognizing the immense potential within this arena. But if your demand generation doesn’t build brand equity? “Then you’re doing it wrong,” cautions Jordan. He views any marketing effort that fails to create lasting brand value as a significant misstep.
The Indie Advantage: Why Independence Matters
Jordan believes that independent agencies like Bader Rutter have a unique edge in today’s chaotic market. The firm, being 100% employee-owned, fosters loyalty and fosters a commitment to long-term business health.
“We don’t do rollercoasters. Succession is methodical,” he explains. In a landscape marked by instability in larger holding companies, Bader Rutter stands ready to seize the opportunity. “There’s disruption, yes, but it means clients are looking for alternatives. We’re not distracted. We’re ready.”
Navigating Attention in the Age of AI
While Jordan acknowledges the role of AI in streamlining processes like research and discovery, he remains realistic about its limitations.
“AI’s great for rapid, repeatable tasks, but it’s not going to solve the biggest challenge we face: attention.” Citing that the average person’s daily scroll could surpass the height of the Statue of Liberty, Jordan emphasizes that what we need is not just more content, but content that truly captivates.
“Good creative goes further. Always has,” he states, underscoring the importance of differentiation in a sea of mediocrity. “The cost of dull is real,” he warns, revealing that it can take ten times more media spend to make uninspired marketing stand out.
Transforming Marketing: From Products to Belief
In his enlightening session at ANA Masters of B2B Marketing, Jordan delves into how Bader Rutter transitioned Zoetis from mere product promotion to creating meaningful brand narratives.
The key turning point? Framing the company’s mission around the timeless bond between farmers and their livestock. They pivoted from emphasizing product specifications to sharing heartfelt stories that celebrate empathy and shared values. By showcasing real farmers and their dedication to animal welfare, Zoetis positioned itself as a trusted partner in stewardship rather than just a retailer.
“We gave the brand meaning. That changed everything, from sales to innovation. It wasn’t just about IP anymore. It was about belief,” remarks Jordan. The results speak volumes: over $100 million in growth, a remarkable 95% internal pride score, and a stock price soaring alongside enhanced trust.
Rethinking B2B: A Call for Change
Jordan is not advocating for a rebranding of B2B but instead urges for a departure from old, stale thinking. “You don’t stop being a curious, fun-loving, adventurous person just because you logged into Zoom. You don’t market to buildings. You market to people.”
His vision for the future? “We need to retire dull work. But we don’t need to rename the category. We just need to remember what good marketing does: it inspires belief. And when you do that, anything is possible.”
In conclusion, the insights provided by David Jordan challenge marketers to rethink their strategies, bridging the gap between B2B and B2C. By prioritizing genuine human connections and innovative storytelling, marketers can truly drive transformation in their industries.
For a deeper dive into his ideas and how they can transform your approach to marketing, check out the full session at the ANA Masters of B2B Marketing.
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