B2B is not Boring

Feeling like your B2B marketing is blending into the background? You’re not alone. But let’s talk about how to make your efforts stand out. Roy Naar recently shared some great tips in his session for the DEMAND Community on how to stand out in this crowded space. Let’s take a look on what he had to say and get you on the path to making your campaigns pop.

The Struggle is Real

Attention spans are shorter than ever, and the B2B market is flooded with competitors. Plus, let’s face it, explaining complex B2B solutions doesn’t usually captivate the crowd. So, how do you cut through the noise? Roy’s answer: Get creative.

Be Creative

He explained that visuals are your secret weapon. Most B2B ads are pretty boring if we’re being honest. But we can change that if we think outside the box and use engaging, visually appealing content. Whether it’s leveraging new tech or crafting a compelling story, visuals can make all the difference.

Go Beyond Digital

Don’t sleep on direct mail and physical campaigns. Roy described how these tactile experiences can create memorable interactions that digital campaigns just can’t match. Think about creating a unique onboarding tool or an interactive game that captures attention and converts leads at a higher rate. Physical campaigns can turn mundane processes into engaging experiences people want to talk about.

Thought leadership and user-generated content are powerful tools too. By getting industry peers and customers involved, you create content that resonates and gets shared widely. This approach helps build a community and drives organic growth. Think about reaching out to your network and getting their input on the latest trends or best practices. This not only gives you great content but also engages your audience on a deeper level.

Practical Tips for Your Campaigns

If we narrow it down, these are Roy’s key takeaways:

1. Be Bold with Your Visuals: Stand out with bold, engaging visuals. Don’t settle for boring. Think of every ad as an opportunity to make a statement.
2. Leverage Low-Budget Creativity: Sometimes, low-budget, in-house productions can outperform high-cost agency work. It’s all about the idea, not the budget.
3. Use Direct Mail Smartly: Physical campaigns can create memorable experiences that digital ones can’t. A well-timed piece of mail can leave a lasting impression.
4. Engage Your Community: Involve your audience in your content creation process. It builds engagement and loyalty. When people see themselves in your content, they’re more likely to share it.
5. Provoke Emotions: Marketing is about creating emotional connections. Don’t be afraid to provoke a reaction. Whether it’s humor, nostalgia, or even a bit of controversy, emotions drive engagement.

Creativity is your best weapon in the fight for attention in B2B marketing. Whether it’s bold visuals, engaging physical campaigns, or community-driven content, don’t be afraid to stand out and be different.

This session was held through Welcome Events.