The Case for Creativity in B2B Marketing and Communications

In a saturated media landscape, the dull campaigns of yesterday just don’t cut it anymore: it’s the brands that take creative risks that stand out and reap the rewards.

Sector Challenges

In a saturated media landscape, the dull campaigns of yesterday just don’t cut it anymore: it’s the brands that take creative risks that stand out and reap the rewards. Nucco Brain’s founder Stefano Marrone recently spoke at the B2B Marketing Expo about the case for creativity in B2B marketing and comms.

“A serious topic is not an excuse to create dull B2B marketing,” says Stefano Marrone. Any subject matter can be made clear, engaging, and – yes – exciting through creative comms. Here’s how you can inject some creativity into your B2B marketing.

1. Think of everything you communicate as a story
“Storytelling is what makes us human,” says Marrone, “so we need to make everything that we want to communicate into a narrative.” Stories are the hook to our attention, no matter how complex the topic.

Nucco Brain’s work with HSBC is a good example: we produce a branded content video series telling the story of trading in a memorable form, weaving relevant statistics into the narrative for content that was both engaging and informative. 

2. Be creative across channels
Don’t be tied down by the main B2B channels of email and LinkedIn. “Consider what’s new out there: can you provide some interesting and interactive digital experiences?” asks Marrone.

Interactive experiences hold your audience’s attention and ensure they remember what they’ve learned. We saw this first-hand through our work with Think Nature, for whom we created an interactive game, teaching the audience how to build more sustainable societies.

3. Explore new technology
“When we think about something new that will spark attention, having something technologically advanced can make a difference,” notes Marrone. An example? EDF Energy approached us to demystify nuclear energy for investors, staff and end users alike. We designed an immersive VR experience to take viewers on an epic journey, straight into the core of a nuclear reactor, and the video has received around 13 million times since its release on YouTube.

4. Amplifying your content creatively
“You can create the most beautiful piece of content but if it sits in isolation you won’t gain anything from it,” warns Marrone. Ask yourselves how you can be creative in the space of pushing out your content in different ways. Media placements and partnerships are essential, but if you put enough effort into your creative content, you can be featured without having to pay for it. It’s also important to bring people back to your hero piece of content.

While stakeholders aren’t always on board with creativity, there are ways to get around their reluctance. “Work closely with your creatives and your agency to gather as much data as possible,” suggests Marrone. “And make sure your internal content is easy for C suite executives to read and understand.” Finally, a great ROI is ever fully guaranteed. “Not taking a risk is the real risk,” says Marrone. “If you don’t take that leap, your brand just isn’t going to make a difference.”

If you’d like to find out how Nucco Brain can inject creativity into your B2B marketing, get in touch with us today.

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