The biggest myth in B2B marketing is that it shouldnt appeal to our emotions [Video]

Often, literally, through the environments we create and manufacture, but also figuratively, as I work alongside major corporates trying to influence the world through supply chain orchestration, digital transformation, or revolutionizing mobility.

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B2B marketing is a discipline unfairly afflicted with tropes and clichés about its lack of creativity, compared to consumer brands – the “business to boring” tag.

For the lifelong B2B marketers about to express their outrage, think of B2B’s journey to creative credibility. While the first Cannes Lions was awarded in 1954, the category for Creative …