There’s a lot of information to digest here. But we see two big themes – and very soon, tech marketers will have a choice to make.
First, B2B tech marketing is increasingly coming to rely on creativity, emotion, and brand. Whether it’s driven by the pandemic, or examples from Silicon Valley, organisations are coming to understand the importance of standing out and supplementing rational arguments with a compelling human bond.
But at the same time, creative differentiation is harder to achieve. Because if all your competitors are going the same way, creative marketing becomes table stakes. Where once a little went a long way, you now need to think harder and be bolder.
So when it comes to creativity, you face a choice. Because half-measures won’t do. Achieving differentiation in this new market will take more than lip service; you can’t just follow the crowd. You need to be all in.
That may sound daunting, but don’t worry. Remember, our survey respondents and expert commentators have already shown you a whole bunch of achievable steps you can take right now to unleash more creative, effective work. For instance:
Our respondents and experts agree:
"Today's b2b tech marketing needs an emotional connection to be effective. And that takes creative thinking."
Are you ready for the challenge?
To help guide you on the steps to unleash more creative, effective work, we enlisted some of the brightest and best marketing minds in the industry.
Our expert contributors help tell stories of new approaches, rapid change – and how creative risk – taking can yield dramatic results.
In a series of chats with leading B2B marketers, we explore the role that creativity plays in helping them communicate the benefits of their technology - embracing new ways of thinking and working.
Once a month we share insights, inspiration, and opinions from the world of tech and B2B marketing to feed your creativity.
Supercharged creativity for changemaker brands. Partnering with the innovators and enablers of change, we challenge them to unleash creativity across their business to drive growth and success.