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Creativity’s Rising Role in B2B Marketing
By Lane Ellis
Why has 2023 seen creativity come to the forefront in B2B marketing like no other year?
In the face of skyrocketing use of generative AI technologies, creativity is standing out more than ever, as it represents the very essence of what people bring to marketing that AI on its own can’t.
While some AI tools can certainly help B2B marketers better realize their creative efforts, the power of the human touch is undeniable, and it is serving as a growing differentiator between mediocre marketing efforts and those five-star creative efforts that sparkle and delight brand audiences.
Let’s take a look at some of the ways that creativity is blossoming in B2B marketing in 2023.
1 — In B2B Marketing Team Creativity & Ideas Reign
B2B marketers are looking to feed off competitive momentum and focus conversations using creativity, and keeping it sincere when it comes to brand activism, while making sure to avoid all hints of opportunism.
Some marketers and brands are also pulling back from an over-investment in technology that has taken a certain amount of focus away from creativity.
“I think in marketing you are only as good as the creativity of your team and your ideas,” Judy Tian, senior brand marketing manager at LinkedIn* observed. “The more voices that we bring to the table and the more proactiveness and willingness of everyone contributing ideas, the better off your marketing campaigns will be,” Judy added.
“I think in marketing you are only as good as the creativity of your team and your ideas.” — Judy Tian of @LinkedIn
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When the post-pandemic energy was released into the B2B marketing world, the floodgates of creativity opened and drove an increased focus on the kind of campaigns that connect brand and customer in deeper and more meaningful ways — and creativity through storytelling plays a important role in those efforts.
Powerful storytelling only happens in the B2B space when marketers tell their stories for their audiences, and not to them — ideally with empathy, creativity, authenticity, and heart, as Miri Rodriguez, senior storyteller future of work at Microsoft shared in “Microsoft’s Miri Rodriguez on How B2B Marketers Are Embracing Empathy For Better Customer Storytelling.”
2 — Differentiating Through Creativity That Is Relevant To B2B Audiences
Raja Rajamannar, chief marketing and communications officer and president at Mastercard has shared the firm’s embrace of radical changes in marketing and advertising, sharing how the human elements that incorporate influence provide the differentiation that is needed more than ever in 2023.
“Since digital marketing began, the dependency on technology and data has become so intense that people started regarding anything creative as unnecessary or fluffy,” Rajamannar shared with The Association of National Advertisers (ANA).
“But the reality is that technology and data will level the playing field, so a company can no longer compete on just its product features or benefits or pricing or distribution network. You are going to have to differentiate yourself through creativity that …read more
Source:: Top Rank Blog
