Here’s the first big change: you can forget about tech companies wanting marketers who play it safe. Creative risks are here to stay.
Would you say that creativity in marketing is more or less valued in your organisation compared to 12 months ago? (answers for net more)
Does your organisation tend to support or oppose risk taking or experimentation in its go-to-market approach? (answers for net support)
If creativity could solve one marketing challenge for you this year, what would you choose?
Why is B2B tech becoming more creative?
VP Marketing, Ramp
In the B2B space, the world is a lot more crowded than it has ever been. There are very few verticals where there’s one singular, winning solution; in most spaces, you’re looking at between three and fifteen competitors who do something very similarly to you.
On paper, you probably look a lot alike. It’s hard to differentiate on just features and functions, so catching people’s eye is more important than ever.
Your brand – and how you’re recognised digitally – is a major asset. With more budget to play with, people are less risk averse; there’s an opportunity to try things and see if they work or not.