The disconnect between marketers and creative teams – it’s a tale as old as time. 

But it doesn’t have to be that way, right? When these two teams have a solid and productive relationship…BOOM…great things happen. 

On this guest episode of Demand Gen U, Mark Huber, Head of Brand & Product Marketing at Metadata, sits down with Algert Sula, founder and CEO of Algert – a creative branding agency. 

Algert reveals all about his route into the industry, why he believes marketers and creatives sometimes struggle to work together and how copy and design should complement one another. 

Plus, he puts forward his B2B design trend predictions for 2023. 

Find out: 

• How Algert got started in creative work 
• Algert’s explanation for the disconnect between creatives and marketers 
• What ‘brand’ means to Algert 

Three top takeaways: 

Takeaway 1: Don’t just say “make it look pretty” 

Every team in every company deals with little things that trigger them, including design teams. 

Algert explains in the episode that he finds it frustrating when he and his team are asked to “make something pretty”. 

He says this is a surefire way to demotivate design teams and he feels it can make them feel like they’re not part of the process and that their work isn’t too important… 

Respect your design teams, guys. 

Takeaway 2: Why good design starts with good copy 

Copy is the root of good design, says Algert Sula. 

Algert says strong copy sets design teams up for success and allows them to create something powerful. 

It’s the perfect way for designers to be able to clarify what they need to do to complement and support the copy and creates a solid, all-round body of content in which everything intertwines. 

Takeaway 3: Biggest design trend to watch out for in 2023 

Algert highlighted artificial intelligence (AI) as the biggest B2B design trend to watch out for as we head in 2023. 

Software such as DALL-E is giving design teams the capability to find assistance and save time and Algert believes those capabilities will expand over the next 12 months. 

Exciting times in B2B design.