1. Elevating B2B Marketing with Team Creativity
2. Creativity: The Key to B2B Audience Relevance
3. The Intersection of AI and Creativity in B2B Marketing
4. Creativity: The Path to Next-Level B2B Marketing
5. The Collaboration of LinkedIn and Cannes Lions
6. Understanding Creativity in B2B
7. The Commercial Case for Creative Advertising in B2B
8. Making the Case for Creativity to the CFO
9. The Commercial Case for Creative Advertising in B2B
10. The Anatomy of Effective B2B Creative
11. The Model for B2B Creativity
12. Measuring the Impact of Creativity

Elevating B2B Marketing with Team Creativity

In the competitive B2B landscape, marketers are channeling their creativity to drive conversations and build brand momentum. Brand activism has also become a trend, with marketers focusing on sincerity and avoiding even the faintest hint of opportunism. Judy Tian, a senior brand marketing manager at LinkedIn, stated, “The creativity of your team and your ideas define your marketing success.”

“In marketing, you are only as good as the creativity of your team and your ideas.” — Judy Tian, LinkedIn

Post-pandemic, the floodgates of creativity have opened, leading to campaigns that foster deeper connections between brands and customers. Storytelling has emerged as a crucial tool in this arsenal, embodying the brand’s empathy, authenticity, and heart.

Creativity: The Key to B2B Audience Relevance

Raja Rajamannar, a key executive at Mastercard, has highlighted the importance of creativity in differentiating B2B brands. In a world where technology and data level the playing field, brands must stand out with creativity that resonates with human beings.

According to Content Marketing Institute data, 92% of top content marketers believe that creativity contributes to successful content. Moreover, LinkedIn data reveals that 56% of marketers consider creativity as the most important skill in uncertain times.

“Creativity is expanding my creative palette, not just saving me time.” — Chris Lavigne

The Intersection of AI and Creativity in B2B Marketing

Lee Odden, CEO of TopRank Marketing, emphasized that generative AI amplifies existing content quality. Poor content fed into AI will result in more subpar content, while creativity and imagination can yield high-quality, creative B2B marketing content.

Think With Google suggests that the debate isn’t about AI vs. creativity, but rather AI plus creativity. In the era of generative AI, creativity is gaining prominence in B2B marketing, aiding in increasing brand awareness and profitability.

Creativity: The Path to Next-Level B2B Marketing

In 2023, the future of B2B marketing lies in the perfect blend of human touch and AI-powered creative storytelling. As new tools emerge at a rapid pace, marketers who embrace both AI and creativity are poised to achieve greater success.

“The future of B2B marketing is poised to feature a uniquely human touch optimized with AI for creative storytelling.” — Lane R. Ellis

The Collaboration of LinkedIn and Cannes Lions

LinkedIn, in partnership with Cannes Lions, has launched the Creative B2B Lions Awards to celebrate and champion B2B excellence. The aim is to drive creativity and excitement among B2B brands, marketers, and advertisers.

Understanding Creativity in B2B

Despite the abstract nature of creativity in B2B, it’s about creating a memorable brand that stands out and drives effective outcomes with creativity at its core. The human decision-makers in B2B are influenced by the same factors as any other audience, making emotion, storytelling, music, characters, and persuasive techniques necessary in B2B marketing.

The Commercial Case for Creative Advertising in B2B

A common mistake in marketing is the focus on short-term tactics that deliver immediate but measurable results, often neglecting the long-term impact on the brand. Neglecting brand building weakens the brand over time and requires substantial investments to rebuild it. Powerful creative can be a key driver of profitability, strengthening the brand and setting it apart from competitors.

Making the Case for Creativity to the CFO

The 95/5 rule is an effective approach to sell the need for brand building and creativity. It shows that 95% of potential buyers aren’t ready to buy today, but they will be in the future. By reaching out to these “out-market” buyers, future cash flows that underpin the stock price for every public company are secured.

The Commercial Case for Creative Advertising in B2B

The opportunity for advertising in B2B is substantial, but the industry has not fully realized the potential of long-term brand advertising in B2B. B2B brand building represents the largest untapped opportunity in the marketing services industry, and marketers who leverage creative advertising can unlock this value and drive growth.

The Anatomy of Effective B2B Creative

Effective B2B creative involves a story arc with a beginning, middle, and end. It engages the audience and creates an emotional connection. Having a relatable character is also crucial for connecting with the brand. Sound, often overlooked, can reinforce brand recognition and evoke emotions.

The Model for B2B Creativity

The B2B Institute’s research shows that emotional ads are seven times more effective at driving very large business effects. This is why B2B creativity matters. Emotional ads cut through and resonate with both current and future buyers.

Measuring the Impact of Creativity

Measuring factors like logo recognizability, brand association with colors and images, and Customer Experience Perception (CEP) are crucial for assessing the impact of creativity and ensuring its effectiveness. Effective creative should establish strong associations between your brand and the specific context that triggers the purchase decision, enabling you to be top of mind.

Conclusion

Creativity is transforming the B2B marketing landscape, serving as a powerful differentiator and an effective tool for building brand awareness and driving profitability. By striking a balance between human creativity and AI, B2B marketers can unlock vast potential and drive long-term growth.

References & Further Reading

• B2B advertising doesn’t need to be boring: why creativity is a key driver of profitability