Canadian Marketing Association’s Post

If you’re a B2B marketer or a partner of one, you've probably heard the buzz about the creative revolution that's underway. The headlines, social media posts, and even a LinkedIn survey—reporting that 81% of B2B marketing leaders believe B2B brands are producing creative campaigns rivaling those of B2C companies—suggest a seismic shift. This conversation is thrilling for anyone who believes in the power of creativity in B2B. However, a closer look reveals a sobering truth: the moment isn't here, at least not yet. Despite the high from another year of great work at Cannes, the reality for most B2B brand practitioners is starkly different. Many don't operate in environments that encourage creative risk-taking, approve brand campaigns that go beyond product pushing, or provide B2C-sized budgets. While this year's winners may inspire ambition for next year, returning to the office often means putting away the rosé and rose-colored glasses. But all is not lost. If more marketers step up, we'll soon reach a tipping point in B2B. Creative breakthroughs aren’t the problem; it’s about getting clients to embrace them. Here are a few ways B2B marketers and agencies can reframe their process and kick-start the shift everyone is talking about. Think Small(er): -- Focus on creating smaller, impactful campaigns. Join the Cultural Conversation: -- Engage with timely cultural moments to generate exposure. Just Say 'Yes': -- Encourage stakeholders to approve bold, creative work. LBBonline - Little Black Book | Paul Hirsch | #B2BCreativeRevolution #B2BMarketing #InnovativeMarketing #ThinkSmall #CulturalEngagement #BoldCampaigns #Activate_ms

Interested in hearing from you about this insightful article on the evolving role of brands in B2B. It's clear that in today's dynamic business landscape, the lines between B2B and B2C are blurring. 💼 📊 One key takeaway: Internal communication for the marketing and comms teams is becoming increasingly vital. It's not just about how we present our brand externally, but also about aligning our internal culture and values to strengthen the brand. 🤝 🤯 Another intriguing point: Emotions in B2B can be just as critical as in B2C. It's a reminder that the business decisions we make are ultimately driven by people. 🧡 #B2BMarketing #BrandStrategy #ProfessionalInsights #brandnetwork

So many good points to consider for B2B campaigns. I was happy to have my suggestion included: Emotional Appeal And Storytelling Can Lead To Loyalty B2B marketing can benefit greatly from incorporating elements commonly found in consumer marketing. By leveraging emotional appeal and storytelling, B2B campaigns can resonate more deeply with their audience, which can lead to stronger brand loyalty and a more memorable brand experience, as human decision making is significantly influenced by emotions and personal connections. - Kathleen Lucente, Red Fan Communications

Exciting times in B2B marketing as creativity takes center stage! The emphasis on emotional appeal and storytelling is redefining how we engage business audiences. With an evolving landscape embracing creativity and accountability, the future looks promising for B2B campaigns. What are your thoughts on this new wave? #B2BMarketing #CreativeShift 🚀 https://lnkd.in/ehcKi_FF

Comparatively, B2B marketing has always prioritized direct channels and rational messaging to clients. The emphasis on facts and figures has its merits, particularly in the context of driving short-term sales. However, the landscape is evolving, and the need for a more balanced approach is becoming increasingly evident. Recent insights suggest that emotional engagement and broader-reaching media can play a pivotal role in long-term brand building within the B2B sphere. While rational advertising may secure immediate transactions, emotional connections and human-centric ideas are the driving force behind lasting brand resonance. To truly grow a B2B brand, we must extend our reach beyond those actively seeking our products or services. It's about creating awareness among individuals who may not be in the market today but could be tomorrow. By engaging in emotionally resonant, broadly-targeted campaigns, we pave the way for future success. In the pursuit of long-term brand building, B2B marketers should start thinking of shifting from a tactical, short-term mindset to a strategic, long-term vision. This involves creating fewer, larger campaigns, often referred to as 'big bets.' These initiatives should encompass substantial, emotion-driven ideas that captivate audiences and contribute at least 50% of the overall marketing budget. Achieving the optimal balance between short-term sales activation and long-term brand building requires a shift in mindset and strategy. B2B marketers must recognize the power of emotion, human connection, and broader outreach to create a lasting impact on their target audience. As we navigate the dynamic landscape of B2B marketing, let's embrace the shift towards emotionally resonant, broadly-targeted campaigns. By investing in 'big bets' and striking the right balance, we not only drive immediate sales but also fortify our brands for sustained success in the ever-evolving marketplace. It's time for B2B marketers to innovate, connect, and build brands that stand the test of time. #B2BMarketing #BrandBuilding #MarketingStrategy #EmotionalConnection

In today's crowded digital landscape, B2B marketers face a critical challenge: amidst a sea of noise, how do we capture and maintain customer attention? The answer lies in strategic demand generation. Instead of chasing short-term gains, we must prioritize long-term strategies that build robust brand presence and engaged audiences. Research underscores the importance of brand building — with up to 90% of buyers already having a set of preferred vendors in mind before engaging. This underscores the urgency for marketers to invest in thought leadership, standout content, and tested differentiation strategies. By focusing on these foundational elements, we not only enhance lead effectiveness but also pave the way for sustained business growth. It's time to shift gears towards strategic demand generation that builds brands, not just metrics. CMSWire | Jason (Jay) Ball | #DemandGeneration #BrandBuilding #B2BMarketing #ThoughtLeadership #BusinessGrowth #Activate_ms

As the business world becomes increasingly fast-paced, B2B marketing has undergone a major transformation. Traditional marketing tactics are no longer enough to attract and convert potential customers. Businesses' decision-making processes have changed, and personalised messaging and impactful experiences are key to winning new business. This shift has brought about five major trends in B2B marketing, which can help businesses stay ahead of the competition and achieve their growth goals. This article from NewDigitalAge is a really interesting read. It explores each of these trends and how businesses can use them to their advantage. #PeppermintSodaPR #PR #PRStrategy

The modern B2B buyer journey is complex and nonlinear. Buyers are constantly researching and educating themselves, and they're not waiting for you to reach out to them. Always-on marketing involves consistently delivering valuable content and experiences to your target audience, regardless of where they are in the buying cycle. this blog post helps find ideas on how to start your always on campaigns.

🌟 How Better Stories Influence B2B Purchasing Decisions 📈 In the dynamic world of B2B marketing, the art of storytelling is not just a creative flair; it's a strategic tool that significantly impacts purchasing decisions. Let's delve into some compelling industry stats that highlight the power of storytelling in influencing buyer behavior: Influence on Purchasing Decisions: A substantial 68% of consumers report that brand stories influence their purchasing decisions. Boost in Customer Loyalty: Companies that leverage compelling brand stories witness a 20% increase in customer loyalty. Memorability of Stories: Stories are up to 22 times more memorable than facts alone, making them a potent tool for long-lasting brand recall. Storytelling in B2B Marketing: A notable 62% of B2B marketers acknowledge storytelling as an effective content marketing tactic. Consideration for Purchase: Additionally, 55% of people say they would consider purchasing from a brand after engaging with a compelling story. These statistics underscore the significant role of storytelling in shaping purchasing decisions. In a market where information is abundant and attention spans are short, stories not only capture attention but also foster deeper connections with the audience, leading to increased trust and loyalty. As B2B marketers, weaving compelling narratives into your marketing strategy can transform how your message is received and acted upon. It’s about creating content that resonates, engages, and ultimately influences decision-making processes. So, as we forge ahead in our marketing endeavors, let's remember the power of a good story – it's more than just words; it's an impactful tool that drives real business results. #B2BMarketing #Storytelling #ContentMarketing #PurchasingDecisions #MarketingStrategy

B2B marketers on how to get brand investment Convincing senior leadership of the benefits of brand building in B2B is still a struggle for many marketers. https://lnkd.in/eZCqCK8P #FoM23