If you’re reading this, you might think B2B marketing is a little dry or requires a level of professionalism where creativity is left at the wayside. And in the age of AI and the creator economy, we reckon it’s high-time that B2B marketing leaders harness all the tools and levers at their fingers tips to create a winning recipe for creative success.
A B2B campaign drizzled with creativity sparks intrigue, fosters brand recall, and ultimately leads to trust and stronger connections with your target audience. We can help make your B2B more flavourful with our Melon recipe for a spicy creative campaign.
INGREDIENTS
A scoop of strategic thinking
Humanity (measure with your heart)
A hearty portion of gut instinct
A cakeload of creativity
A Scoop of Strategic Thinking for your B2B Campaign
As you begin planning your spicy B2B campaign, think about what you really want to achieve …is it educating your audience, converting leads, attracting people to your website?
Understanding where in the customer journey your target audience is, or where you’re targeting in the funnel, will help you create a strategic plan for your B2B campaign content.
Using insights from previous campaigns, detailed planning and a deep understanding of what you want your audience to think or do will help direct your B2B campaign into a spicy success!
Humanity (Measure with your Heart)
Rather than thinking about your audience as leads, think of them as humans. What do they like or dislike? What are they looking for? How can you help them? What value can you bring?
Taking a hyper personalised approach to the human beings you want to attract helps you cut through the noise of B2B marketing and creates meaningful conversation with prospective customers. It’s less about data numbers and more about WHO, you’re speaking to.
Creating a persona might help you connect with your audience on an emotional level. Personas represent the ideal customer your business wants to attract and engage with, and uncovering this person’s needs, desires, values and pain points helps you understand them better and how you can best serve them.
Humanising your B2B marketing approach cultivates a more authentic connection. Remember that every lead is a person with distinct needs and aspirations, deserving of a personalised and empathetic touch. Humanising in the age if AI is going to be a really important differentiator for your brand too. Keep in mind that people trust other people, so leading with humans in your organisation with the ideal to build trust is what should be front of mind in your campaign creation.
A Hearty Portion of Gut Instinct
Trusting your gut instinct can be the secret sauce that propels your B2B campaign to new heights. Your intuition can offer a fresh perspective. Thinking about what truly excites you and resonates with your core values can help your campaign feel bold, authentic and human. Don’t underestimate the power of your gut feeling to tell your story – it’s often a sign you’re onto something innovative and compelling.
We know everyone talks about data, and we get it, data informed decision making is powerful but your years of experience and your ability to connect to other people should not be scoffed at or left behind in your strategic planning. Consider the idea that you’ve spent years, perhaps decades honing your craft, you’ve seen the industry and landscape change and evolve constantly, and so to have you changed. So lean into that and add a little bit of your gut instinct in there to help inform your creative and content output.
Trust your gut, embrace your instincts, and watch as your B2B campaign blazes a trail that others can only dream of following.
A Cakeload of Creativity
The secret ingredient for a spicy B2B campaign is creativity. Once you’ve simmered your strategy, had a heart to heart with your target audience, and been guided by your gut instinct, it’s time to roll up your sleeves and get your hands dirty. Pushing the boundaries of B2B industry norms and presenting your product, solution or service in a hands-on way will surprise and delight your target audience. Surprising your audience leaves a lasting impression!
Humans at the forefront of your content is what ultimately builds trust. Visually striking design, compelling messaging and imaginative storytelling can craft a narrative that makes your business stand out and connect with the right people. Interactive content, unexpected partnerships or formats, or even elements from pop culture (Barbenheimer, anyone?) can make your campaign more relatable and engaging.
Maybe consider partnering with a values-aligned creator who’s already built trust and a new audience for your brand to connect to. How can your B2B brand lend a few ideas from the creative B2C space. Ultimately, what we’re all looking to do is build trust, help people and make connections, so working with trust creators and influencers to build on your story could be a powerful approach. If not external creators, why not your own staff? What we’re really getting at here is HUMANS! Make it human.
Creativity isn’t just about aesthetics; it’s how the magic happens.
Now we’ve given you some spicy ideas about building a badass B2B campaign, get out there and build something great! Need a bit more help?
Check out our recent blog on how to create powerful LinkedIn Carousel Ads.
Want to get cooking on a spicy B2B campaign? Speak to a Melon.
