Enough about B2Bs creativity crisis the real mess is in effectiveness [Video]

For The Drum’s B2B focus, Atomic’s Eoin Rodgers rails against one of the industry’s favorite canards: that B2B is becoming (or must become) less boring. It’s a sideshow, he says, to the main attraction: effectiveness.

B2B marketing has a reputation problem.

We hear about it all the time: ‘B2B is just consumer marketing’s dull cousin’ or ‘B2B marketing lacks innovation’. But these critiques miss the bigger picture. The real issue isn’t that B2B marketing lacks creativity, it’s that too much of it isn’t effective. Boring or ‘uncreative’ aside, B2B marketing has a history of not meeting B2B buyer needs.

Instead of chasing creativity for the sake of it, B2B marketers should focus on what truly matters: helping buyers make informed decisions. Creativity has its place, but it works best when buyers are at the heart of every marketing plan.