Admit it. Sometimes you wish you were a B2C marketer.

It looks like so much fun!Imagine what you could do with the freedom to create stunningly imaginative campaigns that would reach millions of consumers.So I have to ask, "What's holding you back?" Sure, B2B life science marketing is different. For one thing, there are typically multiple decision makers involved in a purchase. Worse yet is that each of them has a different set of problems they're trying to solve.

• An end user has performance criteria.
• A purchasing agent worries about cost and dealing with another vendor.
• A lab manager has concerns about service and integration with other systems.

Those challenges mean you need to be more creative, not less.As always, developing detailed buyer personas and understanding their path to a purchase are essential to be effective with whatever tactics you choose. The good news is you can be as creative and have as much fun as those B2C folks.TopRank Online Marketing and Marketing Profs have produced an eBook for B2B Marketers to inspire some creativity.The book offers 33 tips from expert marketers to make your B2B marketing stand out.You should read the whole thing (it's quick), but here is a summary of the ideas that stood out to me as the most valuable for life science marketers.Tips #9 and #13 Borrow Freely and Steal Shamelessly. (From B2C campaigns, not your competitors!) Figure out what they are doing and why it works. Then see if you can adapt that for your company. Keep an idea folder and review it with your team regularly.Tips #12, #17 and #31 Several experts remind us that even in a B2B role, our customers are people just like you and me. Helping them solve challenges at work, makes the rest of their life better. Just like you and me, they don't drop their emotions in a drawer when they get to work.Tip #14 Create a Theme. This is my favorite because a.) it makes it easier for people in your company to come up with content ideas. And b.) it creates anticipation in your audience because they'll be looking forward to a new installment each week.Tip #15 I'll just quote this one directly. "There is more valuable content in the heads of your engineers, developers, scientists, and support organizations than anywhere in a B2C organization." Can't argue with that.You can view the SlideShare below and download the PDF from the link at the bottom of the page (no form required). It wouldn't feel right to gate a piece of content that I downloaded freely.I'm on a mission to make life science content marketing more efficient and more effective. Please join me.If you want to hear from more experts, listen to my podcast.