According to LinkedIn, B2B marketing “creative confidence” is soaring. In fact, 81% of marketing leaders believe that B2B brands are producing creative campaigns that rival consumer brands, while 69% agree that purchasing decisions within the B2B sector are just as emotionally driven as B2C.
And we at Entyce Creative believe this to be true. We have worked with a lot of service based B2B businesses over the years, and we’ve never seen this as a reason to be less creative in the content that we produce – you are still selling to a person after all!
And it seems like the rest of the industry is catching on. Gone are the days of dry, formulaic campaigns solely focused on product features and specifications. Creativity has emerged as a powerful force, reshaping the way businesses connect with each other and making it an essential marketing ingredient for those who want to stand out from the crowd.
From bland to brand
Creativity is slowly but surely breaking down the barriers, allowing marketers to create engaging and captivating content. There are several trends that have emerged:
One of the most significant changes is the increased emphasis on storytelling. B2B companies are now weaving narratives around their products and services, showcasing real-world case studies, and demonstrating how their solutions can solve problems and add value. This approach humanises brands, making them appear more relatable to potential clients.
Creativity has also brought a surge in visual content, from eye-catching infographics to compelling videos, which not only make information easier to digest but also capture the audience’s attention.
Interactive content, such as quizzes, calculators, and interactive webinars, is gaining popularity. It encourages engagement and provides prospects with a more personalised experience.
Long utilised by B2C brands, B2B companies are leveraging user-generated content to showcase authentic experiences and build trust. Customer testimonials, reviews, and case studies have become powerful tools in the creative marketer’s arsenal.
It’s all about the customer
Yes, we know we’ve said this before. But B2B buyers are still people. And people have always related better to personal experiences. Hence the rise of another trend, emotional marketing.
Emotions play a significant role in B2B decision-making, just as they do in B2C. Creative B2B marketers are therefore tapping into this emotional connection to build stronger relationships with their clients in the following ways:
Empathy and Understanding
B2B brands are showing empathy and understanding toward their clients’ challenges and goals. This human approach fosters trust and loyalty.
Developing a distinct brand personality allows B2B companies to connect with their audience on a deeper level. Creativity is key in shaping and communicating this personality effectively.
Many B2B organisations are embracing purpose-driven marketing, aligning their values with those of their clients. Creativity is vital in articulating and demonstrating this shared purpose.
As the B2B marketing landscape continues to evolve, businesses that harness the power of creativity will not only survive but thrive in the digital age. So, if you haven’t already, it’s time to let your creativity shine and revolutionise your B2B marketing!
In need of a creativity boost? Get in touch with the Entyce team today.