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Simon Collister of the Human Understanding Lab argues that B2B companies could do with a dose of creativity. Here, he suggests how to do it with neuroscience.
B2B marketing is not where you find the best creative work. That’s what most people think. You may even think it. But it doesn’t have to be true. People talk about ‘taking out the jargon’ and ‘thinking about your audience’. Sure. Of course.
But some methods and metrics can help B2B brands launch bold, creative campaigns that are engineered to deliver results. Interested? Read on to find out more.
The conundrums of B2B marketing
No matter your product or audience, there are some challenges that every B2B marketer faces when trying to gain attention and cut-through for their brand.
Everything looks the same: a classic question you’ll be asking yourself – what makes our product special? There are probably several brands that offer something similar, and all your customers may see is a list of almost identical options.
Too much noise: good B2B products and services cater to specific business needs, which any marketer worth their salt knows inside out. Every brand looking to compete boasts a stellar marketing department, so we all often end up making the same kind of noise in a very crowded space (even when consulting agency partners).
Creativity is risky: bold campaigns are risky. When you have tried-and-tested ways of doing things, that do at times produce results, why would you change? It feels smarter to bet on safer, dependable methods than risk your quarterly numbers on a roll of the creative dice.
For brands looking to get noticed, bold creative is one option, as evidenced in the findings of a CMO Barometer 2023 study, where 92% of CMOs ranked creativity a top priority. Doing something different can help you stand out in a noisy marketplace and sidestep the issue of differentiation. However, the risk factor is hard to ignore.
The solution? Neuroscience techniques that help you properly…
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