You want to make a splash in B2B marketing. How can you show your creativity?

Lo primero es conocer bien quien es tu audiencia, cuáles son sus intereses, sus dolores, sus desafíos (potenciales oportunidades para nosotros), parece una premisa obvia, pero no lo es, muchos ejecutivos ni siquiera destinan tiempo a pensar esto y por ello fracasan sus programas de marketing B2B.

Find creative ways to drive more pipeline with a flat or reduced budget. How can you achieve this? Experiment relentlessly. In B2B digital marketing, you can do many experiments such as landing page design, landing page copy, CTA button color/design/copy, ad design/copy, paid search/social bid strategy experiments, A/B test email subject lines. The list goes on. Think of all possible ways to experiment and optimize each marketing channel to drive the biggest bang for the buck!

Creating a splash in B2B marketing requires a blend of creativity, strategic thinking, and effective execution. Creativity - Does my content start a conversation? Strategic Thinking - What is my brand synonymous with? Effective Execution - Am I meeting the target where they want us to meet? Nail the three and you won't just make a splash, you will create a ripple.

Adding humor is one of the most impactful ways to grab attention for your brand! A bit of wit and the ability to laugh at yourself builds rapport and resonates with your audience. Humor creates a sense of connection and your audience will enjoy a good laugh when they stop by! Establishing that feel-good moment early breaks down inhibitions. Your audience will want to keep returning for more smiles and positive vibes!

Communicate whatever we have to, without showcasing the product directly. This could be done using: - Metaphors to convey the concepts easily. - Day-to-day life experiences of your audience to build instant recall with the product/brand. - Digital consumption of your audience to make marketing efforts memorable.

Se pueden usar distintas técnicas para diseñar un buen plan de marketing B2B, desde entrevistas personales hasta webinars, lo fundamental es que el cliente de sienta escuchado e importante.

Consider launching a virtual escape room themed around your industry's biggest challenges. Participants can solve puzzles that subtly teach them about your solutions, blending enjoyment with educational content. Alternatively, create an interactive e-book that diverges into different content paths based on reader choices, personalising the learning journey. These novel approaches captivate and deepen engagement by actively involving your audience in the story.

To experiment with a fresh format for your marketing, here's a fun idea. Research when your audience is in a receptive mood by checking to see when they open their emails from you. Maybe you see a jump in their email opens at 10 a.m. Design a creative engagement to be delivered at that time. For example, ship over a "coffee break in a box" for your top prospects and their co-workers. Or have an event company deliver a "mini event" or do a food tasting. Surprise and delight are great ways to be memorable, and experimenting with different formats helps you present your company in a new light.

Experimenting with different formats is a must. Especially in a company that has been around for a while, creativity is so quickly stifled when the words ‘we have always done it this way’ are uttered. Challenge the status quo and try new things!

In my experience, there is no one-size fits all approach in B2B marketing. If you have done your your research well, you will invariable find that you're catering to different personas. Strategise and launch at least 2 different channels in which to reach out to these personas. Podcasts are always great - they give you a reason to reach out to your ICP without hard sell. Bundle this with some humour in your reachouts and you'll create a lasting impression.

Transmitir un mensaje contando una historia, a través de un storytelling puede ser una herramienta muy poderosa y de impacto para llegar al cliente y también a potenciales clientes, la idea es evocar emoción, y desde allí representar la visión, misión y valores de la organización, de una manera distinta, humana y de alto impacto.

Having a foundation in B2C Marketing, I always found it easier to draw from experiences in my everyday world and experiences to weave into my B2B content campaigns, and activities in a more imaginative way. The same things that might make you happy and engaged might also make your ICPs get into the vibe and grab their interest as well. Work a theme or concept into a specific watershed moment of marketing that links to your vertical and their passions via first or third-hand research, learning more about them via customer forums but don't limit yourself to a vanilla, safer approach and the traditional B2B Marketing toolbox. I find a lot of inspiration in how B2C companies move for insights into how to approach my own B2B Marketing plans!

However you do it, I have never seen anything do better than testimonials or case studies in B2B marketing. Whether you invite a customer over for a podcast, you tell a buyer journey story in an infographic or you do a short video with a customer telling her experience with your organization, stories where your prospect buyer can identify with the "hero" are very effective tactics.

Forget fancy B2B talk. People don't care, they want stories. - Ditch boring features, tell a story. How did your product save the day for a client? - Make them feel something. Share a struggle and a win with your solution. - Leave them remembering. A good story sticks, long after they swipe past your ad. Stories are your secret weapon. Use them and watch your B2B marketing game explode.

Stories outperform almost all other types of content but only if you do a few things right 👇 And by stories I mean: Client success stories, personal journey stories, and edu-tainment style skit stories -The story needs a plot, a conflict, and resolution. Tell the real story, not just the end result that you or your client earned. -The Client is the HERO not you. You are the guide. :) -It still needs proper content fundamentals. (Solid hook in first line, engaging copy/video to retain attention, and a meaningful message with some level of value for your audience. -Your audience wants to feel like they can see themselves in the story so consider who you are writing/recording for with every story.

“Humor is intelligence having fun” That’s how you have to look at humor in your video content I use something called “Edu-tainment” to educate my audience while entertaining them. Example: Instead of showcasing 3 ways to increase your results with video marketing, I’ll say… “3 ways to fail at video marketing” And then in the video I’ll showcase (Respectfully) some of the silly things companies are doing with video that hurt their results. And in the process, I’ll educate them and provide value on the things that they could be doing to produce the results they want.

There is a huge space for humour in B2B marketing. But make sure it's authentic to your brand. Otherwise, it's like a standup comedian coming on stage and saying "Laugh, I'm funny" before telling a joke. Work with your creative agency, brand team, and customer to make sure you apply humour correctly! And please, make sure you do consider humour as a tactic because the market is crying out for a laugh!

Creativity is showcased through the story. Like any other story, a marketing story needs a protagonist. As marketers, our main goal should be to position brands as the protagonist, the hero! We all love a good superhero movie, and a marketing story is no different. Make the brand a superhero. 🦸🏾

Infographics are a popular B2B marketing tool, but they often lack personality. Add a touch of humor by incorporating witty captions, playful illustrations, or unexpected statistics. This light-hearted approach can make complex information more digestible and shareable.

Examples of using humor in B2B marketing include: 404 pages, thank you pages, newsletters, or emails. Spice up your messaging with a playful tone and use humor to leave a lasting impression, making your brand feel more personable and authentic.

One of the most underrated aspects of creating content in the beginning is getting QUALITATIVE feedback Most tend to go “How many impressions, likes, did it get?” And while that does matter, what I wanna see in the first 30-60 days of putting out content is customers (Target audience) saying things like: “This was really helpful, thank you for sharing. We’re going to give this a shot” “We’ve been struggling with how to do this, but I think you’ve just explained why and how to get past it” THIS is what you want to see/here And that only comes from putting your content out there, testing and trying what works/what doesn’t and… LISTENING :)

Making a splash in B2B marketing with creativity involves not only generating innovative ideas but also rigorously testing these ideas and learning from the outcomes. Set Clear Objectives -> Prototype and Pilot ->Measure Performance -> Analyze and Reflect ->Iterate and Innovate

La creatividad es muy personal, realmente muy relativa, por eso es fundamental probar y experimentar para poder encontrar la mejor forma de conectar con tu grupo objetivo.

Creo firmemente en la importancia de probar y aprender en el marketing B2B. Solo al experimentar con nuevas ideas creativas y evaluar sus resultados podemos entender verdaderamente qué resonará con nuestra audiencia y qué estrategias son más efectivas. La medición del impacto en indicadores clave como el tráfico, los clientes potenciales y las conversiones es crucial para ajustar y mejorar continuamente nuestras acciones de marketing. Esta mentalidad de "prueba y aprende" nos permite adaptarnos rápidamente a un entorno empresarial en constante cambio y encontrar el enfoque óptimo para alcanzar nuestros objetivos. ¿Qué estrategias de prueba y aprendizaje han implementado? Me encantaría leer sus experiencias y perspectivas!

Embrace the journey of discovery 🚀 📊 Test different strategies and analyze results. Adapt based on what resonates with your audience. Continuous improvement is key in social media marketing

Swim against the stream! Quite often B2B Marketing is lame and boring, and full of technical jargon. It doesn’t have to be. If you truly understand your customers, and what motivates them, you can offer an uncover some gems. We once did research on a B2B tech decision-makers and found out that one of their favorite celebrities was Wil Wheaton from Star Trek and Big Bang Theory fame. Why? Because tech guys like nerdy shows… result in campaign ideas were a far cry from the boring and bland of the past. Doing a trade show? Make your booth interactive. Creating online copy? Make it relate to an industry inside joke. It all starts with a clear understanding of why your company is different than everyone else!

Ditch the jargon and listen to your clients! We all know the industry lingo, but does it speak to your client's problems? Focus on the human element, telling stories that highlight what you do and why it matters. Creative solutions come from understanding the unique challenges faced by clients. Actively listening to them and developing content to fit their specific context, make marketing messages hit the spot.

Different is better than better. Entertain, educate, and engage with your audience to create positive brand experiences. This is what they will like and remember.

Showcase your creative process by producing a behind-the-scenes documentary that follows the journey of a B2B marketing campaign from conception to execution. Highlight the brainstorming sessions, challenges faced, and innovative solutions implemented along the way. This not only demonstrates your creativity but also provides valuable insights for peers and clients alike.

One such case happened with me in past when I was doing everything - I was achieving my all targets due to no dashboard and lack of creativity - it was not recognised That day I realised to showcase my work with more creativity

From my viewpoint, the essence of B2B marketing lies in understanding that there’s no one-size-fits-all approach. It’s about identifying unique challenges & opportunities within each industry & crafting strategies that resonate specifically with those audiences & objectives. Embracing innovation, storytelling, & leveraging data for decision-making can significantly amplify engagement. By integrating creativity with analytical insights, marketers can develop actions that not only reach but deeply connect with their target demographic. This, reflective of my professional journey, highlights the dynamic interplay between innovation & insight, driving meaningful engagement & setting a foundation for success in the world of B2B marketing.

In most cases, do the opposite of everyone else in your industry. Most B2B marketing 'thought leadership' has been hijacked by the SaaS crowd, running a VERY old playbook and saturated market techniques.

Shadow your sales funnels often to see where the user can experience slowdown or bottlenecks. They can appear at the top or further down the funnel. It could be a technical issue (painful captchas, slow response rate on form submits), confusing buyer journey (am I buying or simply adding to basket) or simply a frustrating click too many. Work on the purchase experience and convert them on intent.

Don't be vanilla. Not everything needs to be "proper" - stand out like you mean it Ask, ask and then ask more questions. you will always find the root(real problem) of why, and when you can change roots you change the fruit (results)

Outsized impact (high RoI) comes from maximising on existing content through creative means. Have some text based educational content relevant to your space? -String it into a video/webinar series. -Maybe create a certification around it. - Use it as a reason for people to visit you at the next event you attend. -Make it interactive so it in turn generates follow on content for you. Multi-channel, multi-modal everything!