INBOUND 2022: Bringing Creativity into B2B Marketing


Share this article

Maximize Your Marketing ROI

Claim your free eBook packed with proven strategies to boost your marketing efforts.

A Lack of Creativity

Marino poses a question about the modern age of B2B marketing: What if Pepsi was a B2B business? She hypothesizes that their ads would say Pepsi is brown and carbonated. While Pepsi has had a slew of effective marketing campaigns in the B2C world, this is a great example of where B2B marketing is falling short. Brown and carbonated isn’t exactly the most enticing way to get someone to purchase a soda as it lacks a foundational aspect of good marketing: the emotional aspect.

The Two Facets of Marketing

According to our speakers, marketing is made up of two primary facets: rational and emotional. The rational part includes things like your logo, tagline, and merch. The emotional aspect is what your customers feel or experience when thinking of or interacting with your brand (safe, joyful, invincible). Of course, it is the responsibility of one facet to support the other. A great example would be Under Armour’s Protect This House. I Will campaign. This form of advertising suggests a sense of power and determination, things people desire when working out or training for a big game. In this way, the slogan is creating an emotional impact that drives consumers to buy.

Core Principles of Creativity in B2B Marketing

Our speakers outlined 4 core principles of being creative in an effective way:

  1. Clear :- Can people understand the message you are attempting to convey (would your mom understand it)?
  2. Persuasive :- Have you effectively shown why your product/service is better than what is offered by your competition?
  3. Engaging :- Does it create an emotional reaction?
  4. Actionable :- Is there a clear CTA?

These principles can be used as an effective outline when creating content or campaigns that break the mould of generic B2B advertising and embrace creativity.

B2B Buyers Are Human Too

Marino and Barik want to express the importance of B2B buyers as people. Often, people think of B2B buyers as strictly rational (not even human). It’s important to remember that you are selling to a person and need to use that emotional connection.

We love to know your thoughts on INBOUND, so engage with us on our socials (LinkedIn, Instagram, Facebook) and continue the conversation! Or if you’re eager to learn more, stay tuned for our next report on INBOUND!

Table of Contents

Facing Challenges with Resolve

Measure Marketing solves your digital bottlenecks.

My website isn’t getting enough traffic.

 Our digital marketing agency specializes in organic and paid traffic strategies, utilizing SEO, content marketing, and PPC to enhance your online visibility. By targeting high-intent keywords and creating compelling ad copy, we aim to drive a steady stream of visitors to your site.

My website isn’t generating enough leads.

We leverage conversion rate optimization techniques and engaging landing page designs to transform your website into a lead generation machine. Our targeted content and user experience strategies are designed to convert visitors into leads.

My CPL from digital ad campaigns is too high.

Our agency’s paid media experts refine targeting and bidding strategies to lower your Cost Per Lead, ensuring your ad spend delivers maximum value. We continuously A/B test and optimize ad creatives for peak performance.

I'm not ranking for my targeted keywords.

Our SEO services include comprehensive keyword research and on-page optimization to ensure your content aligns with what your audience is searching for. We build robust backlink profiles to elevate your domain authority and keyword rankings.

My marketing efforts aren't translating into measurable ROI.

We focus on performance metrics and analytics to pivot your strategy towards the most profitable channels. Our goal is to turn every marketing dollar into a trackable investment with clear returns.

I'm unsure how to leverage marketing automation to its full potential.

We implement cutting-edge marketing automation tools to streamline your campaigns and personalize the user experience. Our team sets up efficient workflows that nurture leads and automate repetitive tasks, freeing you to focus on strategy and growth.