There’s always been a sense that B2B is ‘behind the curve’ when it comes to creativity. And in recent years, it’s clear that it’s finally getting a seat at the table. But let’s be real: we love the potential of creativity in B2B, but how often are we actually taking risks?
We had the pleasure recently of getting together with some brilliant minds from the world of B2B marketing to get their POVs. And we can all agree that the best creative work in B2B isn’t always the loudest, the wildest, or the most provocative. It’s the work that’s driven by purpose and measurable results. As Kaila Yates, fractional CMO, said: “Creativity without purpose is just noise. Every idea should tell a story your audience actually wants to hear.”
Ready to see how you can embrace creativity’s full potential in B2B? Check out our hottest insights below.
What happens when you put some of the industry’s leading experts together to talk all things B2B creativity? We did just that, getting their takes on integrating bold creativity—something many marketers struggle to do due to risk aversion, ROI pressures and outdated internal mindsets.
Get a sneak peek of what they had to say...
Don’t miss the full round-up.
How Alibaba Cloud made a splash at the Paris 2024 Olympics
The Paris 2024 Olympics set a new benchmark for international sporting events – and Alibaba Cloud rowed their boat straight onto the world’s biggest stage. With the help of MOI, Alibaba’s cloud technology was brought to life with an immersive VR ‘row down La Rivière’ experience. But it wasn’t about showcasing tech – it was about making Alibaba’s presence simply unforgettable.
What does this mean for B2B marketers?
Why design REALLY matters in B2B
We won’t sugar coat it. The harsh reality is that design is the silent differentiator in B2B. But it’s not just about aesthetics. Sure, a pretty wrapper might catch your eye. But it’s about more than that. It's a matter of brand perception, credibility and engagement.
Too often, B2B brands reduce design to an afterthought, focusing on content volume over content quality. But brands that are willing to invest in design? They're the real winners.
Why creativity, strategy and AI need to work together
“AI can generate content, but it can’t replace creativity. The brands that will win are the ones that
know how to blend human insights with technology to create content that is both strategic and
unexpected.”
Ely Santos, Founder of Metavertising and Partner at BROKEN EGG
Ah, the great AI debate. Thanks to tools like ChatGPT, B2B marketers are producing more content than ever – but is any of it actually making an impact? Here’s the thing: speed alone isn’t enough. The best brands are using AI to enhance creativity, not replace it.
