Business-to-business (B2B) marketing is often labeled as boring, but is this really the case? A recent survey by WHM revealed that decision makers in the B2B advertising market are actually looking for creative and engaging ads. This means that there is a great opportunity for those who specialize in B2B marketing to create impactful and creative work on any budget. The challenge for B2B marketers is to find the confirmation bias they want to expose. It's easier for B2C marketers to be creative because individual consumers don't have that extra component.
However, with the proliferation of platforms and new ways to create connections with customers, marketers have many ways to use creativity to attract key audiences. Azadeh Williams, founder and managing partner of the global B2B media and marketing agency AZK Media, suggests that a marketing leader should hire a video agency, a PR agency, a copywriter, and a digital agency to do all of this. This can be a logistical nightmare, but it's worth it in order to create an effective marketing funnel. My favorite tip to avoid boring B2B marketing is to “think of a green, two-headed Labrador with a scarf and a surfer”.
This may sound strange, but it works well as a complementary sales tool rather than as the first line of customer marketing. It also encourages leads you already have rather than trying to acquire new ones. At the end of the day, B2B marketing isn't boring - it's just different from consumer-side advertising. With the right strategies and tools, marketers can create engaging campaigns that will capture their target audience's attention.
So don't be afraid to take creative risks - you never know what kind of impact they could have!.
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