Lack of creativity and short-term focus has led to ineffective B2B marketing
After sharing my blog on creativity in B2B marketing, I came across a LinkedIn B2B Institute study. What did it show? 75% of B2B brands miss the mark when it comes to building long-term growth through advertising. Main cause? You guessed it: lack of creativity. Padum Pats
B2B marketing organisation vs B2C
The research in question indicates that how organisations are organised is an important cause. Whereas B2C organisations are usually marketing-driven, B2B organisations are more product or sales driven. This difference means that people tend to communicate more rationally. The consensus is that it’s a fantastic product and we should emphasise its benefits and features. But doesn’t the competition do the same?
Figuur uit het onderzoek van het LinkedIn B2B Institute