Why B2B campaigns need creative big ideas
- Kenneth Connolly
- Oct 30, 2024
- 3 min read
A creative big idea can be the difference between the success or failure of your next marketing campaign. But, before we get to the ‘why’, let’s consider the ‘what’. What is a creative campaign big idea? When going to market with a new product/service, it’s important to cut through the white noise of other brands’ marketing activities and engage audiences. If your brand is well-known, or you already work with a target business (in the case of ABM), then the audience may already be aware of your offerings – which can ultimately leave them apathetic to your marketing efforts. So, in order to stand out in a busy marketplace and prompt your audiences to take notice of you, you need a creative big idea. These big ideas will usually be an evolution of your current branding, but provide a unique look and feel that will enable the campaign to stand alone. In addition to an evolved creative approach, there can also be an updated tone of voice, a new tagline, and in the case of social media, even campaign hashtags. The creation of a big idea enables businesses to step away from ‘brand world’, and into ‘campaign world’ – a necessary step in the pursuit of marketplace penetration.
Why are B2B brands risk-averse
With the benefits on offer, it’s difficult to see why all B2B brands aren’t actively creating big ideas for their campaigns. But the answer is simple – risk aversion. The desire for organisations to invest only in the activities they can clearly calculate ROI from, is the reason why much of today’s B2B marketing is safe and similar. Despite research showing that highly creative ads deliver on average over 3x the ROMI than less creative alternatives*, many B2B marketers are still unsure. The reason for this scepticism is likely that no business will invest the time and resources necessary to conduct an A/B split test of a campaign (i.e. with a big idea versus one without). And in the face of no numeric data, businesses will just play it safe, avoid the spend, and do what they’ve always done. Yes, it’s difficult to accurately calculate the exact impact that a big idea can have on B2B marketing, but that doesn’t mean it should be avoided. While current methods produce acceptable results, new (and more creative) activities could blast campaign performance into the stratosphere.
The need for a 50/50 split
So, your next campaign has entered the planning stage – will you just hand complete control to your creative team and let them run wild? I wouldn’t advise that, no. Your organisation should have a talented team of researchers and strategists – and for good reason. This push for creativity doesn’t come at the expense of your strategic excellence, it’s in addition to it. Creatives without guidance don’t know where to aim or draw the line. Equally, strategists without creativity, fall back on existing solutions and become content with existing results. Creative big ideas in the world of B2B marketing are a blend of art and science. They require audience research, a strong value proposition, clear messaging pillars and client input. Only by combining your strategy and creative in a 50/50 mix will your campaigns be positioned for optimum results.
Be brave in B2B
There’s an old adage that states, 'the safest place for a ship is in the harbour, but that’s not what they were designed for'. This saying on the importance of risk perfectly illustrates the current world of B2B marketing. B2B buyers are increasingly time poor and difficult to engage with, so it’s vital that you take the necessary steps to stand out in your marketplace – even if that means doing something you don’t typically do. Yes, investing time and resources into campaign big ideas can bring an element of risk, but this risk can also be minimised by working with experts. Whether it’s the greatest minds within your business, external agency support, or leading freelancers, there are many people who have proven experiences in these areas and the ability to support your success.
It's time to shake up B2B marketing and become a creative leader. Remember, fortune favours the brave.
To find out more about elevating your B2B marketing campaigns with unique and powerful big ideas, speak to Keystone Copywriting today by emailing kenneth@keystonecopywriting.co.uk or call 0330 043 7177
