B2B ‘creative confidence’ is growing | WARC | The Feed

B2B ‘creative confidence’ is growing

A majority (82%) of business-to-business marketing leaders globally say B2B “creative confidence” is growing, according to new research* from LinkedIn.

Why it matters

With most B2B buyers not in the market at any given time, most B2B marketers (89%) recognise the importance of brand building to long-term growth in B2B and a growing number appreciate the role that creativity can play in that. But there’s a widespread concern that the best talent in the industry is drawn to working in consumer marketing over B2B. 

Takeaways 

• More than two thirds (69%) of B2B marketers agree that B2B purchasing decisions are just as emotionally driven as B2C.
• Around two-fifths (39%) are increasingly harnessing storytelling, emotion and humour to help make their creative campaigns stick. 
• Eight in ten B2B marketers say they are planning to create campaigns that improve short-term performance marketing and long-term brand marketing results in the same period. 

Key quote

“Today it [creativity] is seen as an absolute game-changer and we have strong and measurable indicators, not only on top-level growth, but also on reputation score and brand impact, that this strategy is working” – Kim Pedersen, global head of sales and marketing at Maersk. 

*LinkedIn surveyed 1,629 senior B2B marketing decision makers in the US, UK, France, Germany, Netherlands, Italy, Spain, UAE, KSA, Brazil, Australia, India and Singapore. 

LinkedIn and the B2B institute will be discussing with WARC some of the issues arising from the study at this month’s Cannes Lions International Festival of Creativity. You can fInd them at the Discovery Stage, Palais 1 on Wednesday 22nd June.

Sourced from LinkedIn