What does work, is being open to ideas, being creative with creative. Let’s not forget about the channels we can operate in either. There really is no excuse to just tow the trade and vertical line when it comes to creative marketing within B2B.
So what is right? Well, the creative should always be in line with your brand. Generally, there are fewer opportunities to sell B2B products and services and every one counts, so there’s no point in missing the point. In addition, most B2B sales tend to be in the longer term when compared to B2C, so your customers need to trust you.
Identify your competition and do it better. What is the point of just running a campaign that is essentially the same as but with a different logo. Just look at your trade advertising to see what I mean.
Drive sales! This means being fully integrated. The B2B sales process and cycle is much longer than in most B2C decisions, so you will need to think longer term for your campaign. If you are thinking of a new creative campaign it needs to use all the channels at your disposal; advertising (on and offline), direct mail, email, digital marketing, shows.
Being creative in the B2B marketing sector is not easy and it is different from B2C. But don’t think it’s any less effective because it isn’t, you just need the confidence to go with it and do something different.