Creativity in B2B marketing. Are you serious?
Well, actually, yes, we are.
Imagination, inventiveness and originality. Add the concept of ‘vision’ and you are on the path towards innovation – creating new, improved ways of doing things.
This spirit of innovation is generally hailed as a ‘good thing’ in the development of products and services. It certainly doesn’t seem to get actively frowned upon – so why so with B2B marketing?
Why is so much of it mired down in the mundane, coma-inducing repetitions of obvious product shots, tedious feature-lists and tired, meaningless slogans?
Because it doesn’t have to be…
Original thinking and the bottom line
An earlier post exemplifies what I reckon is outstanding B2B marketing: Wunderman’s work for Barloworld Logistics delights me because of its relevance, its arresting power on the page and because of the type of response it is generating for the brand.
More importantly, this is what Kate Stubbs, General Manager Marketing at Barloworld Logistics says about the campaign:
The understanding of logistics and supply chain management is really just about logical thinking and problem-solving. This campaign has generated a large amount of direct response for our brand – we’ve successfully boosted brand awareness and enquiries, as well as differentiated ourselves in this competitive market.
Pictures of po-faced truckers standing cross-armed next to big rigs would not have done that.
So, hats off to Wunderman and Barloworld Logistics for producing results through innovation.
Back to The Long Hello: making B2B marketing work for the bottom line
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I discovered your homepage by coincidence.
Very interesting posts and well written.
I will put your site on my blogroll.