LinkedIn recently ran a study titled, The B2B Renaissance: Drivers of B2B Ad Effectiveness, about the creativity in B2B marketing and the results boil down to this: we want to see more creativity in marketing and advertising as long as someone else is doing it. 

Look at two pages from the report:

1. People are underwhelmed by the ads they typically see

2. No industry is immune, including professional services

Here’s the rub: the people underwhelmed by B2B ads are likely in the same businesses that keep creating them. 

(This reminds me of the president or CEO or sales VP who advocates for cold calls but would never answer an unknown number themselves. But I digress.)  

So why the paradox? 

Why are we not creating ads that are more creative? 

That’s an easy question to ask but a bit more complicated to answer, but I have a few theories:

#1. Fear of looking different or offending or being misunderstood or not being taken seriously. It’s not easy colouring outside the lines, especially when it’s our business.

In the study, respondents stated that “sharing a unique perspective” was the number one driver of long term brand growth. The catch is that sharing a unique perspective is risky. To be unique, you will be going against the grain. For most of us, this feels uncomfortable. 

#2. Immediate need for results from marketing. The C-suite is looking for a clear ROI from marketing, so marketing develops sales-driven messaging.

There is absolutely a need for marketing that drives short-term results. In the LinkedIn study, the two messaging characteristics related to short-term objectives were “was memorable” and “had a clear message”. The funny thing is, you can’t be memorable when you are saying the same thing as everyone else. (Unless, of course, you have extremely deep pockets. Even then, I’d argue against the effectiveness).

To be memorable, you need to be distinctive in some manner. Not necessarily humorous or edgy. But distinctive enough from the rest of the messaging so that you occupy space in the viewer’s brain. 

#3. Everyone else is doing it this way, so must I. Let’s say I’m an insurance broker. We advertise but we don’t talk about being a “trusted advisor giving personalized coverage with a free quote” and my competitor does. The feeling is that I might miss out on those leads looking for a trusted advisor.

This one is especially powerful because it gives us a comfort zone. If our marketing and advertising is similar to our competitors, then it stands to reason our results will be, too. So we can at least say we’re doing about as good (or bad) as everyone else. But being near the norm is a safety measure; it keeps us from not failing, but yet not succeeding, compared to our competitors.

#4. Budget/ROI. Especially with SMBs, money is usually tight, especially when it comes to marketing spend. Combine fear of failure with the need for immediate results and the safety of doing it the way that’s expected, and of course people might balk at making “more creative” marketing and advertising. 

Even when there is marketing money to spend, there’s usually a revenue goal attached to it. Digital marketing, in this regard, has been a blessing and a curse. We’ve moved to a situation where because it can be tracked, we believe that each and every piece of marketing should deliver a revenue ROI. 

The more likely you believe this to be true, the more likely you are to produce marketing that is aimed at trying to get you to buy now. And “buy now” advertising, especially in the professional services realm, is rooted in “trusted advisor” and “free quote or consultation”.

Marketing Opportunity?

The essence of the report is that we crave more memorable and creative marketing in the B2B space. We’re humans, after all. Tell us more stories. Engage our imagination.

And yet, because of the human condition and strongly held beliefs, we likely won’t see that much more, especially in professional service industries (because of the points listed above).

For those business leaders who are willing to take a small step outside their comfort zone, there is opportunity. Opportunity to create a distinctive brand message from the norm. To be memorable. And engaging. 

But it takes courage. Creative courage. If you can find that, you’ll be steps ahead of your competitors.

Because the human condition will always remain.