support for


and risk

Here’s the first big change: you can forget about tech companies wanting marketers who play it safe. Creative risks are here to stay.

Question 01

Would you say that creativity in marketing is more or less valued in your organisation compared to 12 months ago? (answers for net more)

Question 02

Does your organisation tend to support or oppose risk taking or experimentation in its go-to-market approach? (answers for net support)

Question 03

If creativity could solve one marketing challenge for you this year, what would you choose?

Expert perspective:

Why is B2B tech becoming more creative?

Ashley Stepien

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.

"It’s hard to differentiate on just features and functions – so catching people’s eye is more important than ever."

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Chapter 01: Key Findings

You can kiss goodbye to the comfort zone. Nine out of ten marketers told us their organisation values creativity more now than it did a year ago – that’s a 50% increase since our last report.

Inevitably, taking a creative approach carries an element of risk. And the good news is tech companies are ready for that too. A huge 87% said their employer tends to support risks and experiments in its go-to-market approach.

That’s also up since last year. And SMEs are closing the creativity gap; in 2021 enterprise marketers were by far the most likely to report that their organisation supports creativity and risks – this time, it’s companies with up to 250 employees.

But there’s no one way to put creativity to use. When we asked what marketing challenge they’d like it to solve, respondents were fairly evenly split between incorporating emotion, making the complex simple, overcoming pandemic marketing fatigue, and breathing new life into old content formats.

Our take? Creativity isn’t just a powerful tool; it’s a versatile one too. So it’s no wonder it’s becoming so important.

9/10 of ten say creativity in marketing is valued more now than a year ago.

US companies were most likely to support creativity and risks.

87% say their organisation supports risk taking in its go-to-market approach.