A new blog post (https://wp.me/p4go6f-GL) by my Edinburgh University colleague Evelyn Antony picks up on some interesting points. One of the obvious challenges for analyst relations and B2B influencer relations professionals is that the pool of analyst relations (AR) specialists is small and the AR function has struggled to gain profile and make itself more desirable to early-career talent. Indeed, my experience is that even most marketing students don’t know that most marketing is business-to-business (B2B), rather than business-to-consumer (B2C).
Evelyn’s article starts from her experience as a non-profit leader and honours student in Edinburgh’s MA in psychology. Students want employers who are flexible, but they also focus on those who are visible on campus and who offer internships. Also, B2B marketing teams can look for ways to celebrate early-stage talent and use their success to make our community more attractive to young graduates.