Roger Wigington: Neurodivergency in B2B Marketing: Kryptonite or Superpower

Neurodiversity in B2B marketing stylized woman marketer image

In recent years, the term "neurodiversity" has become more and more commonplace. It is the idea that there is not just one "normal" way to think or learn, think, process information and complete work. “Neurodiversity the idea that neurological differences, like autism and ADHD, are the result of normal natural variation in the human genome.” John Elder Robison, of the College of William and Mary Neurodivergence refers to the wide range of neurological differences in people's brains. This includes conditions like Autism Spectrum Disorder (ASD), Attention Deficit Hyperactivity Disorder (ADHD), dyslexia, and more. While there are challenges associated with neurodivergence, and many may think of it as kryptonite, there are also many strengths for those on the spectrum causing many to believe that neurodivergence may be a superpower, especially in the world of business. Individuals with neurodiversity often have unique perspectives and talents that can be incredibly valuable in any workplace. In fact, some of the most successful salespeople and marketers are neurodivergent. This is because they bring a unique perspective to the table that allows them to see things that others might miss. They're also often incredibly creative, which comes in handy when developing marketing content, sales processes and integrated campaigns. Additionally, many neurodivergent individuals are natural problem-solvers, which is an invaluable skill in both sales and marketing. “Our brains work in many different ways, and forward-thinking marketing leaders should do everything necessary to support that diverse potential,” Mark Evans, marketing director at Direct Line Group has observed. [bctt tweet="“Our brains work in many different ways, and forward-thinking marketing leaders should do everything necessary to support that diverse potential.” — Mark Evans of @DLGroupMedia" username="toprank"] Previously, we shared tips for neurodivergent marketers, but here are a few superpowers from the spectrum to harness and inspire your own brand marketing.

1 — Diversity

One of the best things about neurodiversity is that it allows for embracing different perspectives. When you have a team that includes people with different ways of thinking, you're able to come up with creative solutions that you may never have thought of before. As a marketer, it's important to embrace divergence so that you can create the most effective communications and channels possible. In terms of marketing, the Maryville University Guide to Diversity and Inclusion in Modern Advertising points out that not only does more diversity and inclusion contribute to a more aligned society, it allows companies to target new populations and increase response rates with relatable messaging, helping boost their bottom lines.

2 — Multitasking

If there's one thing most neurodivergent people know how to do, it's juggle multiple tasks at once. And while this might be considered a "disorder" in some workplaces, it's actually a valuable skill in marketing. That's because successful sales and marketing campaigns require coordination between multiple team members and departments across various channels. Identifying individuals who shine amongst organized chaos and can bounce back and forth between projects, clients and campaigns (whether they are on the spectrum or not) is ideal for many agencies and internal marketing departments.

3 — Creative Problem Solving

Neurodivergent professionals are often very good at thinking in new and exciting ways. This means they're able to come up with creative solutions to challenges that others may not be able to see. Creative intelligence in psychology is related to the ability to solve problems by imagining new and unique solutions. As a marketer, it's important to be able to think outside the box so that you can create innovative campaigns that will engage your target audience. [bctt tweet="“As a marketer, it's important to be able to think outside the box so that you can create innovative campaigns that will engage your target audience.” — Katelyn Drake @KB_Drake" username="toprank"]

4 — Growth Mindset

On average, neurodivergent individuals are often very open to new learning and change. This means that they're willing to try new things, experiment with different opportunities and continue to learn. Failure is also an opportunity for growth and improvement. Marketers can learn from the malleable minds that focus on effort and constant improvement to keep up with the ever-evolving landscape of marketing. By being open to change and continuing to seek knowledge and growth, you'll be able to adapt your campaigns as needed and stay ahead of the curve. While neurodivergency has traditionally been seen as a hindrance, we know it is a major asset in B2B sales and marketing. As you seek out your next marketing mission, embrace your neurodiversity and be inspired by the superpowers that come with it!