From backstage to center stage: Turning B2B marketing into a hit

October 14, 2024

Picture of Jon Barkworth

Jon Barkworth

Just Global's VP of Strategy

Why B2B Marketing Must Embrace Bold Ideas to Drive Real Growth
There’s a reckoning coming for B2B marketing, and it’s not a moment too soon. For years, the industry’s been lost in a dreary swamp of corporate clichés and mind-numbing jargon, like a band stuck playing covers when the crowd’s hungry for originals.

Meanwhile, ad costs are soaring, with digital ad spend up 25% in just two years and returns plummeting by 18% (Marketing Week, 2024). Worse still, over 70% of these ads fall flat, failing to strike any emotional chord with their audience (Uncensored CMO Podcast).

It’s a problem that’s been simmering for a while, and now it’s reached a boiling point. But here’s the fix: it’s time to take a page out of music’s playbook and inject some genuine creativity back into B2B marketing.

Look at the world of music—a realm where emotion, authenticity, and storytelling rule. In the ’90s, Oasis didn’t bother with convoluted marketing strategies or overblown campaigns. Just pure, arrogant attitude. And they are back. One social post and some monumental anthems were all it took to drive over $400 million in concert ticket sales as well as a whole bunch of new downloads.

That’s the power of a simple, compelling message delivered with raw emotion and confidence. And if you don’t like or have never heard of Oasis, then Taylor Swift is at it too – running the game, not just selling records but building an empire by connecting with her audience in deeply personal ways. Her secret? She tells stories people care about—stories that resonate, stick, and inspire action.

Start Banging the Creativity Drum.

So, where did B2B marketing lose the plot? Somewhere along the way, it forgot the power of big, bold ideas—the kind that make you stop, listen, and feel something. Creativity is the biggest multiplier of investment in B2B marketing. It cuts through the noise and makes brands memorable.

Big, creative ideas are not just fluff—they’re essential for achieving high growth. “Data shows that high-impact creative campaigns lead to better ROI and more efficient use of marketing dollars” (B2B Institute, 2023). It’s a simple truth that too many B2B marketers seem to have forgotten: brands that dare to be different, to stand out and stand for something, don’t just survive—they thrive.

What B2B Marketers Can Learn from Music and Marketing Icons

So, what can B2B marketers learn from the rock gods and marketing divas of the world?

1. Keep It Simple, Stupid: Seth Godin, the modern marketing maestro, says, “Marketing isn’t about tricking people into buying stuff. It’s about making something so compelling that people want to talk about it” (This Is Marketing, 2018). In other words, cut the jargon. If your audience can’t understand what you’re saying, they won’t care enough to listen.
  • Use plain language that speaks directly to your audience.
  • Focus on one clear, memorable message.
  • Forget the industry buzzwords; speak like a human, not a corporate robot.

2. Give Them What They Want: Joe Pulizzi, the godfather of content marketing, gets it: “Content marketing is about creating and distributing content people want, not pushing out messages they want to avoid” (Content Inc., 2021).

  • Research what your audience is genuinely interested in.
  • Invest in high-quality, engaging content that entertains, informs, and inspires.
  • Keep it fresh–update your content regularly to stay relevant.
3. Make Them Feel Something: The data is in, and it’s crystal clear: campaigns that hit the emotional notes drive seven times more sales than those that don’t (B2B Institute, 2023). Emotion is the currency of human connection.
  • Use narratives that truly connect with your audience’s values and emotions.
  • Leverage powerful visuals and storytelling techniques.
  • Create personas to deeply understand your audience’s emotional triggers.
4. Dare to Be Different: David Droga, founder of Droga5, one of the world’s most lauded ad agencies, says, “Safe is dangerous. To get noticed, brands need to take risks, be bold, and most importantly, be memorable” (Forbes, 2023).
  • Break away from the pack with unconventional ideas.
  • Start small—experiment in niche markets to test bold concepts.
  • Build a culture that celebrates creativity and learns from mistakes.
5. The Power of One: Les Binet and Peter Field, the marketing effectiveness gurus, have shown us that less is often more. Their analysis of 600 campaigns found that simplicity—one single, clear message—is the key to impact (IPA, 2022).
  • trip your message down to its core.
  • Use strong, simple visuals that communicate without words.
  • Avoid overstuffed ads with multiple messages and calls to action.
6. Tell Stories, Not Just Features: Ann Handley, a pioneer in digital content, has long argued that stories are at the heart of meaningful engagement. People remember stories, not stats.
  • Highlight real customer stories that showcase your product’s impact.
  • Develop a brand narrative that’s compelling and consistent.
  • Weave storytelling into all your marketing channels.
7. Don’t Just Post—Engage: Gary Vaynerchuk, the social media sage, says it best: “Social media isn’t a sales tool. It’s a storytelling platform. Engage first, sell second” (Jab, Jab, Jab, Right Hook, 2013).
  • Build a community, not just a following.
  • Use polls, live videos, and Q&As to foster real conversations.
  • Listen more than you speak and learn what your audience wants.
8. Partner with the Right Talent: Scott Galloway, the professor of marketing and tech, suggests brands align themselves with creators who already have a dedicated audience. “Don’t try to build a new tribe from scratch. Find one and tap into it” (The Four, 2017).
  • Collaborate with influencers and industry leaders.
  • Blend their style with your message for authentic content.
  • Experiment with new formats like podcasts, live streams, and webinars.
9. Keep It Consistent: Mark Ritson, one of marketing’s most respected voices, argues, “Consistency in branding isn’t optional. It’s a necessity. Brands with consistent messaging are 20% more likely to hit growth targets” (Marketing Week, 2023).
  • Set clear brand guidelines that dictate voice, style, and tone.
  • Regularly audit your content to ensure alignment with brand values.
  • Keep your message unified across all platforms and channels.
10. Bring the Showmanship: Let’s not kid ourselves: boring brands get forgotten. As Robbie Williams famously sang, “Let me entertain you!” That’s a lesson B2B marketers desperately need.
  • Use humor, surprise, or controversy to grab attention.
  • Turn ads into events. Make them interactive, gamified, or just plain fun.
  • Remember, marketing is as much about entertainment as it is about information.
Greatest Hits in B2B Marketing
Want proof? Check out these all-time high-impact B2B ads:

IBM’s “Think” Campaign
When IBM launched its “Think” campaign in 2010, it didn’t just reposition itself as a tech leader; it turned heads with smart, relatable storytelling that cut through the noise (Harvard Business Review, 2013).

GE’s “Industrial Internet” Campaign
GE shook off the dust and took to digital, crafting a campaign that turned the complex idea of the “Industrial Internet” into something engaging and tangible, driving massive engagement and revenue growth (Marketing Week, 2016).

Salesforce’s “Trailblazer” Campaign
Salesforce didn’t just sell a product; it sold a movement. By celebrating real customer successes, it cultivated a sense of community that fueled 50% growth in customer acquisition year over year (AdAge, 2020).

Final Encore: Stop Marketing, Start Entertaining

The data is clear: the path to growth and efficiency is paved with creativity, bold thinking, and genuine connection. It’s time to leave the comfort zone and start playing to the crowd. To every B2B marketer out there: the stage is set. Now, give them something to remember.

And as any great rock star would tell you: Don’t just make noise. Make music.

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