Picture an old man in a suit, sitting in an office that hasn’t changed since 1999. Is this how you see modern decision-makers? Many B2B marketing efforts still target this outdated image, using old-fashioned methods and overly formal language.
Thankfully, if you’re reading this, you’re ready for a change.
What is Creative Marketing in B2B?
When you hear “creative marketing,” you might think of wild commercials. While this isn’t entirely wrong, creative marketing is broader than just crazy ads. It’s about using original methods to capture customers’ attention and interest.
In B2C, creative marketing examples are common. But B2B marketing also benefits from creativity. Good creative marketing should:
- Clearly present the brand identity
- Understand customers’ needs
- Connect with customers emotionally
This makes your marketing memorable, increasing the likelihood of customers choosing your product when needed. Let’s explore why creative marketing is so important.
Why is Creative Marketing Important?
You might think a serious B2B business doesn’t need creative tactics. But everyone benefits from creative marketing, even if in different forms.
Creative Content Marketing Drives Innovation
Creativity involves brainstorming, an open mind, and finding unconventional solutions, which fosters innovation. For example, your marketing team might discover new product features while brainstorming creative promotion ideas.
Creative Marketing Ideas Are Cost-Effective
Creative marketing can be more cost-effective than traditional ads. For instance, a funny comic strip addressing a common problem can be shared online, or a relatable Twitter thread can engage your audience. Studies show that creative marketing leads to higher organic revenue growth. According to McKinsey, 70% of top award-winning ads have above-average returns to shareholders and net enterprise value.
Creativity Builds Brand Recognition
People are willing to pay more for recognizable brands. A memorable logo, name, slogan, and emotional connections formed through creative marketing are key. For example, seeing a monkey in a baseball cap in a newsletter reminds you of Mailchimp.
Creative marketing works well for both B2B and B2C sales. Don’t hesitate to get creative, even if there are challenges.
Challenges of Creativity in Marketing
Although creative marketing sounds fun, it’s challenging. The main challenges are:
Creativity Needs Data
To avoid missing the mark, you need to understand your customers’ likes, dislikes, needs, and desires. Use legal methods like cookies, quizzes, and A/B testing to gather this data.
Creativity Needs Time
Good ideas take time to develop. Collect data about your customers, study other businesses’ marketing campaigns, and brainstorm ideas. Avoid rushing your team, as stress can hinder creativity. Set realistic deadlines and outsource data collection and analysis if needed.
You Need to Draw the Line
Humor is a powerful tool, but it’s crucial to avoid offending your audience. For example, GoDaddy’s controversial Superbowl ads crossed the line, leading to backlash. Always test your ideas with a diverse group of people to ensure they are well-received.
Creative B2B Ideas
If you’re struggling to come up with creative marketing ideas, consider these:
Brand Storytelling
Connect with customers by sharing your company’s values and emotions. Create videos of customers discussing how your product helped them, or post stories about your employees, from top managers to janitors. Even simple updates about your company can build emotional connections.
Interactive Content and Gamification
Interactive content and games can engage even busy business owners. Add quizzes or calculators to your website to make it more engaging. The scale of gamification depends on your business and website.
Social Media Marketing
Social media can be effective for B2B marketing with the right content. Focus on helpful content, but don’t shy away from humor. Use the right hashtags, collaborate with influencers, and create educational posts or video reviews.
Photo/Video Contests
Launch contests to generate user content. For example, ask users to share photos of their home workspace with your software on their screens. Successful contests can generate leads, increase brand awareness, and create emotional connections with customers.
Creative Collaborations
Collaborate with other companies for events, podcasts, or interviews. These partnerships can provide valuable insights, organic advertising, and client acquisition.
Partnerships
Some partnerships can be great marketing methods. For instance, Hubspot trains partners and offers their services to its customers, while partners promote Hubspot in return.
Checklists, Templates, and Decks
Offer free resources like e-books, checklists, and templates. These show you value helping your clients more than making money, building goodwill and potentially converting new customers.
Measuring Creative Marketing Efforts
To ensure your creative marketing efforts are effective, track these KPIs:
- Revenue: Monitor the revenue generated by your campaign.
- Social Media Reach: Measure how many people engage with your campaign on social media.
- Engagement: Track comments, shares, and likes to gauge emotional response.
- Organic Search: Measure how often people search for your campaign.
- Site Visits: Compare site visits before and after the campaign.
- Conversions: Monitor the percentage of marketing efforts that result in sales.
Creative Examples of B2B Marketing
Cisco’s Cyber Threat Response Comic
Cisco used a comic book to educate users about data security and promote job opportunities. This creative approach generated more visits than a regular blog post and increased leads.
Gong.io’s Christmas Giveaway
Gong.io gave away sales books during Christmas, with employees creating videos explaining the books’ importance. This simple giveaway increased the company’s following, likes, shares, and comments significantly.
Conclusion
Creative marketing can be simple and effective if you use your imagination and understand your audience. Embrace creativity in your B2B marketing to make it fun, engaging, and memorable.
