Spice Up Your Campaigns with Creativity: Our Favourite Resources
From insights to strategies, this article is a select round-up of resources from BlueOcean. This month, we're highlighting creativity and its role in B2B marketing effectiveness and efficiency.
This one ingredient can make your campaigns 11x more effective.
So why do B2B brands avoid creativity? Many fear that creative campaigns might come across as unprofessional or distract from technical features. But playing it safe can be costly, thanks to the "beige tax".
Don't take our word for it, though! This month's strategic insight — that creativity is the foundation of effective campaigns — was discussed by two of the best in the industry: James Hurman, Founding Partner of Previously Unavailable (and co-founder of Tracksuit) and Brett Colliver, Chief Creative Officer of Dentsu New Zealand.
Here's what they have to say about creativity in B2B:
Listen to the Podcasts on Creativity
B2B Inspired The Podcast helps B2B marketers and business owners to unpick the ins, outs, ups and downs of B2B marketing. This month's podcasts talk about creativity, and its strategic application in B2B.
Turning Emotion into Outsized Results with James Hurman
James discusses the intersection of creativity and commercial success in B2B, challenging the conventional belief that B2B marketing must be "sensible" or "serious." Through his journey, you’ll learn how smart, engaging campaigns can drive real results, how B2B marketers can build brand value over time, and why fostering creativity is key to breaking through in crowded markets.
The Anatomy of a Good Idea and the Cost of Being Dull
Brett unpacks the anatomy of a great idea and shares his powerful “nods and eyebrows” concept – a fresh way to evaluate whether your marketing ideas are truly hitting the mark. If you're a B2B marketer keen to break away from dull, forgettable campaigns, this episode is packed with practical insights to help you deliver more impactful and creative work.
领英推荐
Why Creativity Connects and Converts
B2B Insights is our long-form content that explores different perspectives from our B2B community. We explore theories and practical ways to support your growth in B2B. Here are two articles that we think will help to form the foundation of your creative process.
Why is Understanding Value so Important?
Simply put, businesses exist to deliver value to customers in return for money. So having a company-wide understanding of your business’ value is fundamental, and is foundational in the creative process.
Unclogging a Constipated B2B Sales Funnel
Most of the time, B2B sales are a slow process, kind of like eating. You're better off taking small bites over time instead of trying to gulp everything down at once. Creative campaigns that cut through the noise can help.
When You Need Creativity in Your Corner
Creative brands, collateral, and campaigns ignite interest in your brand and your products no matter your industry, like this campaign for Orb Medical.
When you need creativity in your corner, our team can help. We've helped many companies communicate value in visuals and narratives that drive engagement and make a more memorable brand experience.