There seems to be a long held tradition in B2B marketing,
especially in the Telecom and IT space, to be as boring as possible. What I see most frequently in the market is a very stiff, feature-advantage-benefit oriented approach to messaging. I think it’s byproduct of so many years of selling on features, "speeds and feeds", and “bits and bytes”. This may have served partners well in the past, but the market has shifted and the way customers buy has changed. Your brand as a trusted advisor needs to change too.