Sales are both a science and an art, but for so long, B2B salespeople have relied on tactics that don’t leave room for creativity.
Leaving out the human element when creating B2B sales strategies which can result in a slower sales journey, uninspired ideas, and fewer conversions.
That’s why I’m here to help you shake things up!
With my expertise as both a marketer and sales coach, I’ll break down all the ways creativity can play a role in transforming your B2B marketing campaigns – no matter where you are in your journey.
So buckle up and get ready for an exploration of how creativity in your B2B strategy can take your success from good to great!
B2B Sales Creativity Explained With a Single Example
If you want an example of how creativity in B2B sales can help your business, look no further than Drift.
Drift is a conversational marketing platform for B2B companies. Its product helps companies create more targeted and personalized messaging to connect with their audiences.
So, it’s unsurprising that Drift took a page out of its own playbook to create a B2B marketing campaign that relied on creativity to bring out the human element behind its sales outreach and brand marketing efforts.
Drift runs a power user spotlight highlighting the employees working for their top portfolio companies, showing how they used their platform to impact real change within the organization.
You see where we’re going with this.
Creativity is an essential part of B2B sales because even though companies are paying for your product, there are real people behind them who have the final say on deal-making.
5 Reasons Why Your B2B Campaigns Need Creativity
Is creativity really that important in B2B sales? Let’s look at the numbers.
LinkedIn is the top B2B social media platform for lead generation and professional networking.
About 33% of companies use LinkedIn for lead generation, translating into around 95% of the top Fortune 500 B2B businesses.
According to LinkedIn’s B2B Institute, 75% of B2B marketing ads score 1-star or less in marketing creativity, resulting in a massive reduction in profitable growth year after year.
We need to do better.
With that in mind, here are five reasons why creativity matters in B2B sales, along with successful examples and proven strategies for each.
Differentiation
Differentiation is the ability to stand out from your competitors and make an impression on potential customers.
Why It Matters: With so many businesses competing for the attention of potential customers, it’s crucial to stand out from the crowd.
Creativity can help companies differentiate themselves by showcasing their unique value proposition memorably and engagingly.
Example in Action: Develop creative campaigns that showcase the benefits of your products or services uniquely and memorably, such as:
- Create ads with innovative visuals or messages that capture your audience’s attention
- Focus on developing targeted content that speaks directly to the needs of your customer base
- Connect with leads through personalized emails and direct messaging
- Develop a unique “voice” for your brand, making it easier to recognize from competitors
For instance, Blendtec’s “Will it Blend?” campaign demonstrated the power of their blenders by blending unusual items like iPhones and golf balls.
Tactics That Work: Utilize creative design and branding elements to make your business stand out visually.
This creativity can include anything from unique color schemes to custom illustrations to impactful animations.
Emotional Connection
Emotional connection means creating a positive and lasting impression on potential customers so they remember your brand positively.
Why It Matters: Building an emotional connection with customers leads to stronger relationships and increased loyalty.
Creativity can help businesses create this connection by:
- telling stories
- showcasing their values
- and demonstrating empathy for their customers’ needs.
Example in Action: Develop creative campaigns that tell stories about your business and its impact on customers.
For example, Hubspot’s “Culture Code” video showcased the company’s values and culture in a way that resonated with customers and employees alike.
Tactics That Work: Use email marketing and social media channels to personally connect with customers.
Respond to inquiries and feedback empathetically, and share behind-the-scenes glimpses of your business to create a sense of familiarity and connection.
Personalization
Personalization is the act of tailoring content and communications to individual customers, taking into account their preferences, interests, and needs.
Why It Matters: Customers today expect a personalized sales experience that speaks directly to their specific needs and pain points.
Creativity can help businesses personalize their approach to each customer, creating a more engaging and effective sales experience.
Example in Action: Develop personalized campaigns that allow customers to customize their experience with your business.
For example, Salesforce’s “Make Your Dreamforce” campaign allowed customers to choose their adventure at the company’s flagship conference.
Tactics That Work: Utilize data and analytics to understand your target audience’s needs and pain points.
Use this information to create personalized messaging and content that addresses their challenges and goals. Avoid groupthink and encourage innovation.
Brand Building
Brand Building is positioning your business as an industry leader to attract more customers and increase brand loyalty.
Why It Matters: Creativity can help businesses build their brand and establish themselves as thought leaders in their respective industries.
By showcasing their unique perspectives, companies can set themselves apart and gain a reputation as leaders in their field.
Example in Action: Develop creative campaigns that showcase your unique perspective and expertise.
For example, IBM’s “Watson” campaign demonstrated the power of their AI technology in a way that positioned the company as a leader in the field.
Tactics That Work: Participate in industry events and conferences. Develop plenty of thought leadership content, such as whitepapers and blog posts that showcase your expertise and unique perspective.
Return on Investment
Return on investment (ROI) measures a company’s profitability in relation to its overall costs.
Why It Matters: Creative sales strategies can lead to a higher return on investment as they help businesses stand out in a crowded market and create more engaging sales experiences.
Investing in them can attract customers, increase sales, and gain a competitive advantage.
Example in Action: Develop creative campaigns that showcase the value of your products or services in a memorable and engaging way.
For example, Dollar Shave Club’s viral marketing campaign demonstrated the value of its subscription service in a way that resonated with customers and led to significant business growth.
Tactics That Work: Measure the effectiveness of creative strategies through metrics such as engagement and conversion rates. Use this data to refine and improve your approach over time.
How Has Creativity Impacted Your B2B Sales Strategy?
Creativity is an essential tool for B2B sales success, as it can help businesses build their brand, personalize their approach to customers, and maximize returns on investment.
Creativity allows companies to stand out in a crowded market and create memorable experiences that resonate with customers.
With the right creative strategies, businesses can gain an edge and achieve their sales goals. As such, businesses should invest in creative tactics to increase engagement and sales success.
Are you a business owner successfully implementing creativity into their B2B sales and marketing strategy? We want to hear from you!
Leave a comment below with your inspiration, the tactics you’ve utilized, and the results you’ve seen so far!
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