From B2C to B2B: Making the Creative Leap

Can't Jump? Won't Jump.

So the image of b2b marketing is still generally seen as straight-laced and stuffy.

*Yawn*

It doesn't have to be like this. Hell, it shouldn't be like this.

No room for a windbreak, even

But it's because of this perception that b2b still offers great opportunities for Creatives to make a big splash - far more visibly than on the overcrowded beaches of b2c, where even great creativity is drowning, not waving. But as far as attracting more creative talent goes, b2b marketing's image needs rebranding. Because the opportunities for b2c Creatives in b2b are many.

So why is it that b2c Creatives aren't really jumping into these enticing waters? Because if there are thousands of people on a beach, it must be good, right? Because you can only do great work at one of the big shiny agencies with the big household brands, surely? I know; because of the chance to snaffle a D&AD award and everlasting fame. Or maybe they simply must work on those enchanting FMCG briefs. For ever.

 

The message - not the method

The problem is, b2b doesn't 'do' TV. And because TV ads are still (at least for now) the dominant global arbiter in judging 'good' creative, it's why great creative b2b brand work rarely features in all those Top 20 Creative lists. And it's probably the biggest single factor that deters many b2c Creatives from making the jump into b2b. Which is a great shame. But for those Creatives who are truly focused on creativity, and not on the medium of its delivery, then it should be a non-issue; it wasn't for me.

 

We have feelings too, you know

You see, businesses are people-driven. Really. I've seen them. And I'm baffled as to why that simple fact is overlooked. We're not marketing to faceless businesses. We're marketing to people. 'Consumers', if you have to. Just like the b2c boys and girls do. Our (business) people may be more smartly dressed than when they're at home - but it's not as if they leave their emotions at the front door when they go to work. And I'm amazed that many in b2c don't appreciate that fact and see the creative opportunity in it. And being at Base One has certainly opened my eyes to the intriguing possibilities and increasing importance of social media - an area in which alarmingly, my b2c colleagues and I just weren't exploring.

 

So...what?

b2b clients need to have a bit more confidence in their agencies and not favour creative executions that will see an immediate ROI at any cost. Agencies need to push the more creative strategies on their clients a bit harder. Because when you build a brand that engages with their market by saying interesting things in interesting ways, the ROI will naturally follow.

 

So what's holding you back, b2c Creatives? Come on in, the water's lovely - and there's plenty of room on the beach.