Introduction
The creative opportunity for B2B
There’s a creative crisis in B2B.
That’s good news for you!
The positive news is it takes very little to stand out in B2B, or to rock the boat and create a response in a category saturated by the same creative messages and bland concepts.
System1’s ad-ratings database found that 75% of B2B ads fail to drive meaningful growth and score only one star on their five-star spectrum.
Along the buyer journey, buyers want more communication with brands. They want to know they can trust you, and when they’ve made a purchase, they want assurance that they’ve made the right choice.
Once again, it’s all about balance. The buyer’s journey is complex, but through emotional brand building and rational financial evidence you can assure them
that they’re not making a costly mistake.
What is ‘emotional messaging?’
It’s not about showing a stock image of a group of people laughing or a father working from home with a small child. It’s about evoking an emotional response when someone engages with your communication. The most powerful reponse being making someone feel ‘happy’ (humour works well here) or making people feel surprised. So, always view your creative ideas through this lens.
Connection is at the core of all of our interactions as people. B2B purchases aren’t so different.