Over three quarters of B2B marketers focused on ‘bolder creative’

Article response by Caroline Lobatto .

Read the full article from Marketing Week.

In a recent article, Niamh Carroll highlighted that over three-quarters of UK B2B marketers focus on "bolder creative" to enhance brand engagement and drive conversion, according to LinkedIn's 2024 B2B Marketing Benchmark report. This aligns perfectly with our experiences and strategies at Refined Marketing

As Content Director of Refined Marketing, I've witnessed first-hand the impact bold creativity can have on B2B marketing. At Refined Marketing, we believe that engaging the user at the end of our marketing efforts is essential. This belief drives our approach to creating compelling, memorable campaigns for our clients.

Key Insights from LinkedIn's Research:

• Bold Creativity: Over 77% of UK B2B marketing leaders invest in bold creativity to improve engagement and conversion.
• Relationship Building: 86% of UK B2B marketing leaders agree that building relationships is key to success, which aligns with our focus on strong client relationships.
• Generative AI: Two-thirds of UK B2B marketers are using Generative AI to enhance productivity and content creation.

Refined Marketing's Experience:

• Bolder Creative for Brand Engagement: Our work with clients like The SeaKing Group , whom we have worked with for almost five years and developed marketing strategies, showcases the power of bold creativity. The SeaKing Group is a leading marine engineering company in Europe, and our creative approach has helped them stand out in a competitive market.
• Tailored Strategies for Complex Buyer Journeys: Understanding the complexity of B2B buying cycles, we design campaigns that engage multiple stakeholders. For example, our project with BGreenn involved launching the first renewable energy centre in the UK. This initiative required an approach to reach and influence diverse decision-makers.
• Innovative Use of Generative AI: We are experimenting with Generative AI platforms to accelerate content creation and improve productivity. This technology allows us to deliver high-quality, timely content that resonates with our audience- however staying mindful not to lose our 'human touch' and ensure we utilise our skills and yeas of experience.
• Building Trust and Relationship: Just as LinkedIn's research suggests, we focus on building trust and collective confidence among our clients. Our long-standing relationship with The SeaKing Group, spanning almost five years, is a testament to the importance of trust and collaboration in driving business success.

Looking Ahead: We are optimistic about the future of B2B marketing. At Refined Marketing, we are committed to leveraging bold creativity and innovative technologies like Generative AI to deliver exceptional results for our clients. As we continue to push the boundaries of what's possible in B2B marketing, we remain dedicated to helping our clients build strong, lasting relationships with their customers.

If you're looking to enhance your brand's engagement and drive meaningful conversions, let's connect.

Reach out to our creative team at [email protected].

Katherine Milburn - Design Director

Becca Donaldson - SEO and Content Whizz

Caroline Lobatto - Content Director

Steve Heatherill - Brand Photographer

Christina Davies - Brand Photographer

#BrandAwareness #Marketing #BoldCreativity #B2BMarketing #GenerativeAI