In B2B marketing, there's a common tendency to stick to the "safe" side—highlighting product features, focusing on rational appeals, and avoiding anything too bold or unconventional. But research shows that creativity isn’t just for consumer brands; it’s a powerful tool for B2B marketers to capture attention, and build lasting relationships, particularly in the awareness phase of a campaign.
Marketing effectiveness expert Peter Field has found that creative campaigns are 11 times more effective as non-creative ones that may stick to the features. "Creativity isn’t a luxury—it’s essential to competitive advantage," Field says in his book, The Long and Short of It. In B2B, where the stakes are high and the audience is sophisticated, creative approaches can be the difference between being remembered or forgotten.
This B2B strategic insight was inspired by our WE DO B2B podcast episodes with the Previously Unavailable's James Hurman and the Dentsu New Zealand's Brett Colliver, who both celebrate creativity as an essential ingredient in their B2B marketing mix.
The Cost of Playing It Safe
Why do B2B brands avoid creativity? Many fear that “creative” campaigns might come across as unprofessional or distract from technical features. But playing it safe can be costly. Field’s research shows that dull, formulaic marketing drives poor returns because it’s forgettable. Safe campaigns end up costing brands more to achieve the same reach, thanks to what Brett calls the "beige tax."
According to recent findings, brands that stick to straightforward, product-focused messaging pay up to seven times more for comparable reach than brands that take creative risks. On the other hand, creatively memorable campaigns cut through the noise, leaving an impression that lasts.
Creativity Connects and Converts
You probably remember one of the best examples of bold B2B creativity. In Volvo's Epic Split Campaign, Jean-Claude Van Damme made us all wince as he did the splits between two moving Volvo trucks. The idea was to demonstrate the precision of the Volvo truck's steering by showing this — frankly quite dangerous — stunt. The campaign drove a 24% increase in sales the following year, showing that even technical products can benefit from emotionally resonant, visually stunning storytelling.
This aligns with Field’s findings on the power of emotional engagement in marketing. Campaigns that connect emotionally are twice as likely to deliver profitable growth, yet only 16% of B2B campaigns include any emotional appeal. This leaves a huge opportunity for B2B brands to stand out by focusing on what makes their products not only functional but genuinely meaningful to their customers.
Move Beyond Product-Centric Campaigns
B2B brands often think that buyers want pure facts and figures, but this product-centric approach can overlook what truly resonates with people. As James explains, "The way that brands are built is exactly the same in B2B as it is in B2C." Business buyers, just like consumers, respond to creative storytelling that’s relevant and engaging.
Brett describes this storytelling approach as the “nods and eyebrows” effect: a great idea starts with familiar truths that make the audience nod, but it should end with an unexpected twist that raises their eyebrows. By balancing professionalism with creativity, brands can stay relevant without losing credibility.
