Crafting the big B2B idea: Balancing creativity and risk

I often tell B2B CEOs, “If you can’t afford an advertising campaign, you should definitely design one.” The creative journey of developing a campaign forces you to confront fundamental questions about your brand’s purpose, differentiation, and target audience.

This process can be incredibly enlightening, often leading to unexpected insights and opportunities. To foster a culture of creative excellence in B2B advertising, we must challenge the traditional sales focused mindsets and encourage a holistic approach. This requires a shift in perspective not only for agencies but also for the brands they represent.

Balancing creativity and risk in B2B advertising demands a multifaceted approach. Instead of chasing a single path breaking idea, agencies should strive to create a culture that consistently generates profitable concepts.

To achieve this, three key areas must be addressed.

1. Culture

The B2C advertising landscape has evolved significantly over the past two decades, with established best practices and a focus on emotional connections. However, B2B marketing has lagged behind, often prioritising short-term sales activation over long-term brand building.

It is crucial to recognise that B2B decision-makers are not devoid of emotion. Building strong emotional connections through creative campaigns and thought leadership can significantly impact brand perception and customer loyalty.

Recent studies support this, with many B2B decision makers finding thought leadership more trustworthy than traditional marketing collaterals. Hence, agencies should foster a culture that values both, short-term sales goals and long-term brand building.

2. Talent

Crafting successful B2B campaigns requires a unique blend of business acumen, creative communication, and technological expertise. The key is to hire individuals who are perpetually curious, and willing to challenge conventional wisdom.

For example, when hiring for business acumen, look beyond academic credentials. In today’s rapidly evolving business landscape, the most valuable individuals are those who are constantly curious and able to quickly adapt to new trends and technologies. While academic knowledge provides a solid foundation, true creativity stems from a relentless curiosity that drives us to question conventional approaches and uncover better insights.

When it comes to creative skills, for instance design, the most powerful designers these days are the ones who are constantly curious to explore new AI tools that can enhance their work quality. While traditional skills are important, a willingness to explore new tools comes from curiosity.

3. Campaign (the big idea!)

The most profitable ideas are often the ones that seem counterintuitive. While this is a well-known principle in B2C marketing, it is less understood in the B2B world.

If your marketing strategy is based on what everyone else is doing, even if it is the right thing, you are going to be average. In the marketing game, it is risky to think conventionally. The most successful campaigns often come from ideas that go against the grain.

A conventional thinker might never consider using babies in a B2B campaign, but Adobe’s ‘ClickBaby Click’ campaign shows how it can be done effectively. Similarly, a conventional mind might not think of including aliens in a B2B campaign, but Squarespace’s ‘Hello Down There’ campaign shows how it can be done brilliantly.

Companies rarely expand their B2C campaigns for B2B purposes, but Spotify did it remarkably well. Its ‘Wrapped for Advertisers’ campaign is a great example of a unique B2B approach, leveraging the emotional resonance of its annual user-centric ‘Wrapped’ feature, while subtly achieving its B2B goal by offering advertisers valuable insights. Contrarian ideas can be incredibly powerful.

Apart from being unique, recent effective B2B campaigns are mostly around two key pillars—thought leadership and social impact.

Thought leadership campaigns are essential for B2B leaders to create a competitive advantage. They are great for both—increasing demand and maintaining a strong brand image. According to Edelman research, seven out of 10 B2B decision-makers spend more than an hour per week consuming thought leadership content.

Like most decisions, B2B decisions are influenced by two main parameters: brand competence and brand warmth. While thought leadership campaigns are the strongest way to build brand competence perception, active involvement in social matters builds brand warmth.

Two decades ago, social responsibility was optional for brands. Today, it is essential for long-term growth, even in the B2B space. Consumers expect companies to be socially active and transparent about their sustainability efforts. Given the increasing focus on sustainability and green practices, campaigns that highlight these topics are more likely to be shared and go viral.

- Neena Dasgupta, founder and CEO, The Salt Inc.