Is your creative strategy costing you $millions?

B2B Excellence is a weekly newsletter that curates the best B2B marketing content from the brightest minds in our industry.? I like to share provocative, intelligent, and original POVs that challenge conventional wisdom and create a conversation.

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?Only marketers get bored of ads

Marketing is a great profession, we’re all very lucky to have stumbled into it, as most of us have.

And we have some common traits among us, one of which, we get bored very easily with our own advertising, and often use short-term insights to gauge the overall effectiveness of our creative. Such as click-through-rates.

There has never been a more accurate image that represents marketers.

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Thanks to System1’s Andrew Tindall for this.

System1 have put together some fantastic research that forces us to rethink the creative we use, and how we use it.

4 big takeaways from this study.

• “Inconsistency will cost just the brands in our study nearly ￡3.5billion”
• Consistent brands have higher creative quality?
• Creative quality really does compound, but it takes patience. Years 4 and 5 see the big upticks
• Consistent brands are stronger brands

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Read the full piece of research here.

Sticking with creativity, here is one example I thought was great from Fiverr.

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Civil War is breaking out in marketing teams

The battlegrounds for credit continue.

This is a brilliant post and video from Chris Walker that highlights the challenges amongst B2B businesses everywhere, which only amplify the bigger you get.

Personal agendas, relentless pursuit of credit, company politics, all are contributing and harming our ability to make our marketing better.

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Has more data made B2B marketers worse?

I shared this post earlier this week and discussed the importance of context to being “data-led”.

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Conversations and articles I like

• The role of our peers is playing a more important part in our vendor selection
• One of the biggest challenges I’ve faced as a CMO?
• A practical and anonymised example of category entry points
• Are your customers really loyal, or just in the habit of buying your brand?

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