If You Want to Stand Out, You’ve Got to Stick Your Neck Out
Jon Barkworth
VP, Strategy
There’s one uncomfortable truth we don’t talk about enough: most B2B marketing campaigns die before they ever see the light of day. By my estimation, this is as much as 80% of creative ideas*.
Why? Because marketers—particularly those in large enterprises—are often forced to abandon bold ideas, but not out of choice. It’s easy to understand why. In corporate environments, where every decision is scrutinized and every failure amplified, playing it safe feels like the logical choice.
But here’s the cold, hard commercial fact of it: 78% of ads go unnoticed** because they’re boring.
In the race to avoid controversy, we end up creating campaigns that blend into the wallpaper – which means that we have to spend more to compensate!
And now, there’s another twist to this story: AI. As more marketers lean on AI for campaign development, the average has become the enemy of the exceptional. AI tools are churning out campaigns that all look, feel, and sound the same—efficient, yes, but utterly forgettable.
*Estimated by the author based on 20+ years’ experience
** Uncensored CMO Podcast and B2B Institute Research
Just Global x OpenText Cybersecurity campaign 2024
Why Being Bland is so Popular
This isn’t because marketers lack vision or bravery—far from it. Many are desperate to stand out and create work that drives impact, sparks conversations, and gets noticed. The real challenge often comes later, in the stakeholder approval process.
Bold, creative ideas are met with hesitation, scepticism, or outright rejection by decision-makers further up the chain. Risk-averse executives, legal teams, and boards often shut down the very ideas that could have made a brand unforgettable.
So, who needs to read this and pay attention? If you’re the one signing off, it’s critical to understand that playing it safe comes at a cost: invisibility. Marketers can’t make magic without your buy-in, and without boldness, the best ideas—the ones that could truly differentiate your brand—never get the chance to succeed.
Bravery is a Leadership Skill
OpenText Cybersecurity
Standing out in the cluttered world of B2B isn’t just a creative challenge; it’s a leadership one. To back a bold idea is to put your neck on the line—and that’s where true differentiation begins. The most memorable campaigns are those that break the norm and take a stand.
Bravery in action – we’re pretty proud of our recent creative work for Opentext Cybersecurity. The memorable campaign drove a four-times increase in account engagement.
Boredom is the Real Risk
Zoho
Visibility is everything. The cost of blending in is far greater than the risk of standing out. The data doesn’t lie: if your campaign is boring, it’s as good as invisible. Use creativity as a growth generator, not an afterthought.
Creativity was core to our recent brand campaign for Zoho. Human, relatable, tapping into nostalgia, and featured in bold OOH locations. According to System1 results these ads received the highest possible ‘star rating’ score, leaving viewers happy and feeling they understood the brand and service.
Go Beyond the Algorithm
Palo Alto Networks
AI is a powerful tool—but it’s just that: a tool. It can streamline, optimize, and generate ideas, but it can’t dream. It can’t push boundaries. And it certainly can’t craft the kind of brave, human ideas that resonate deeply with your audience.
Lean on AI for the grunt work, but make sure your vision is bold, human, and unforgettable.
Love it or hate it, Palo Alto Networks’ ‘Precision AI’ campaign featuring Keanu Reeves, which Just Global partnered on, was exactly this! This resulted in a 33% reduction in cost per opportunity and a 34% increase in the number of opportunities overall.
Create a Culture of Courage
Innovation can’t thrive in fear. If you’re a CMO or marketing leader, ask yourself: are you fostering a team culture that encourages risk-taking? Are you giving your team—and your agency—the room to be bold? Are you prepared to back their ideas when the stakes are high? Nike had to be brave when they launched Just Do It, and look how that panned out.
Key takeaways: How to Stand out in B2B Marketing
If you want to be noticed, remembered, and admired, your approach needs to reflect the boldness of life’s standout moments. Here’s how to make it happen:
- Be the Statement Piece – Like a bold red jacket, your campaign should command attention in a crowded marketplace. Ditch beige for brilliance.
- Show Off Your Colors – Confidence is magnetic. Be proud of your campaign’s creativity, even if it feels extravagant.
- Sing Your Own Song – In a noisy world, your messaging and creative must rise above the din. Make it distinct and memorable.
- Be the Spark – A glowing idea—a creative spark—is what draws attention in the dark.
- Balance Boldness – Blend in, when necessary, but switch to bold, vibrant colors when it’s time to capture attention.
- Leave a Lasting Impression – Don’t just make a fleeting impression. Create campaigns that leave a lasting emotional mark.
- Turn a Dull Wall into a Canvas – Like graffiti artists, use your environment to amplify your creative.
It’s time to stick your neck out. Standing out in B2B marketing requires courage, not just from the marketers but from the decision-makers who give those bold ideas a chance.
It means embracing the discomfort of risk and rejecting the safety of sameness. It means daring to glow, sing, or paint your canvas in ways that leave a lasting impression.
The choice is yours: blend in and be forgotten—or stand out and be remembered.
Which will it be?
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