Majority of B2B Marketers Embracing 'Bold Creative Strategies'

Just Eat creativity and data

B2B marketers are being bolder with their creative as they aim to drive engagement and navigate complex buyer journeys.

In the UK, the majority of B2B marketing leaders (77%) are prioritizing the development of more creative strategies. According to LinkedIn's 2024 B2B Marketing Benchmark report, 69% of these leaders believe that this approach leads to better engagement and conversion rates. The report is based on a survey of over 2,000 B2B marketing leaders worldwide.

Tom Pepper, the senior director at LinkedIn Marketing Solutions EMEA and LATAM, expressed to Our Website that there is a current emphasis on creativity in B2B marketing. He mentioned that marketers are implementing tactics to connect with the individuals targeted by their marketing efforts.

Marketers in B2B organizations are now able to connect bold creative ideas with business outcomes, according to Pepper. He believes that marketers are becoming more financially savvy and skilled at measuring results, allowing them to effectively showcase their impact.

In fact, over three-quarters of marketing leaders worldwide report that their collaboration with their CFO has strengthened significantly, showing a 10% increase from the previous year.

Pepper mentions that businesses are embracing creativity and its impact on results, along with how it can lead to financial success.

He highlights the 95:5 rule from the LinkedIn B2B Institute, which indicates that 95% of B2B buyers are not currently in the market and may not be ready to make a purchase for a long time. This emphasizes the need for B2B marketers to ensure that their product or service remains top-of-mind for customers, requiring more effective top-of-funnel strategies.

'Building Trust with B2B Buyers'

B2B buyers can be quite intricate, which is why brands are using innovative and eye-catching creative strategies to capture their attention. Research from LinkedIn shows that B2B buying processes usually involve a group of six to 10 decision-makers and necessitate around 17 significant interactions with a company before a purchase is made.

Despite the complexity involved, 62% of UK marketing leaders find it challenging to focus on reaching buyers. While this percentage is lower than the global average of 72%, it still indicates that B2B marketers are facing difficulties in engaging with the various stakeholders in the buying process.

One thing that stands out for me is the shift from the initial excitement surrounding Generative AI to the achievement of truly meaningful and productive results.

Tom Pepper, from LinkedIn, highlights that in the face of these challenges, 86% of UK B2B marketing leaders believe that building relationships is crucial for success. Pepper explains that brands are focusing on creating "collective confidence" among decision-makers.

Despite the ongoing challenges in the B2B buying process, marketers are feeling positive about the future. A survey found that 93% of B2B marketing leaders are confident in their team's ability to generate revenue in the upcoming year. Additionally, around 74% anticipate an increase in budgets.

Pepper explains, "There is a sense of optimism due to the newfound confidence in being able to drive growth for a business instead of just being a cost."

Embracing the Potential of Generative AI

Generative AI is a new technology that is gaining momentum in the B2B marketing world. Research from LinkedIn shows that a majority of UK B2B marketers are excited about the opportunities it offers. In fact, around two out of three UK B2B marketers are already incorporating Generative AI applications into their marketing strategies.

Pepper mentions that one of the main things to note is the shift from excitement about Generative AI to actually seeing positive results.

According to the research, the top three benefits of using Gen AI are enhancing productivity (37%), speeding up content creation (32%), and reducing costs (27%).

Pepper mentions that one of the main priorities for the B2B marketers he collaborates with is identifying their "AI wins", specific areas within their business where Gen AI can be especially beneficial.

He further explains, "Marketing is at the forefront in several aspects."

There has been a significant increase in LinkedIn members worldwide adding AI-literacy skills to their profiles, with marketers leading the way. Artificial intelligence has emerged as the fastest-growing digital skill for marketing leaders globally, as seen from the skills CMOs have added to their LinkedIn profiles in the last year.

Editor's P/S:

B2B marketing is undergoing a creative revolution, with marketers recognizing the power of bold ideas to drive engagement and navigate complex buyer journeys. The shift towards creativity is evident in the increasing emphasis on building relationships and establishing collective confidence among decision-makers. UK marketers are particularly optimistic about the future, with 93% expressing confidence in their revenue-generating capabilities and 74% anticipating budget increases.

The emergence of Generative AI has further fueled this creative surge. Marketers are excited about its potential to enhance productivity, accelerate content creation, and reduce costs. However, the focus is shifting from initial excitement to identifying tangible benefits and "AI wins" within specific business areas. As marketers become more financially savvy and skilled at measuring results, they are effectively showcasing their impact and demonstrating the financial value of creativity.