Being boring is bad for business – Why creativity matters in B2B marketing
Let’s face it – in marketing, B2B might as well stand for “boring-to-boring”. For an industry driven by innovation, B2B marketing has fallen into a predictable rut. Jargon, stock images and meaningless data points – smack bang in your face. The result? Campaigns that leave your buyers yawning instead of engaging. Shivani Patel, VP of client services for dentsu B2B, explores.
B2B marketing is tedious… but it doesn’t have to be this way.
With some creativity and bold thinking, B2B brands can craft marketing that’s memorable, exciting and, dare I say it, might even give B2C counterparts a run for their money.
Why is B2B marketing so bland?
Blame it on the oldest myth in the industry. B2B marketers have long believed that business buyers are too rational for creativity, that serious products demand serious messaging, and that cold, hard facts trump storytelling.
Very interesting read, but it’s disappointing that this article offers such a generic take on creativity in B2B marketing. The need to stand out and differentiate in the market isn’t a groundbreaking insight—it’s a challenge brands have faced for years. The issue isn’t just about differentiation; it’s about having the boldness to challenge conventions and lead meaningful change.
It’s also worth noting that the examples cited in this piece don’t seem to reflect clients managed by Dentsu B2B. If the principles outlined here are as straightforward as suggested, why hasn’t Dentsu B2B applied them to its own clients with notable success? Why are clients reportedly leaving, and why does the internal team appear to be struggling under leadership challenges?
These aren’t questions for me to answer, but they do merit reflection. Creativity in B2B marketing isn’t just about encouraging clients to be different—it’s about taking them on a journey, fostering trust, and leading them toward bold, transformative actions. That’s where real change happens.