We’ve been saying for years that B2B marketing should be emotional, exciting, entertaining and engaging — in short, creative. Great marketing not only wins those industry awards, it gets better results.
We’ve proven as much with the work our agency puts out. But it’s nice to get some third-party vindication. LinkedIn’s B2B Institute just published a report called “Cashing in on Creativity.” They analyzed over 1500 B2B ads and found two huge takeaways:
- Only 5% of ads have highly creative messaging
- This top 5% can drive a 10-20x bigger market share growth
In other words, we don’t have to measure creativity in moonbeams and rainbows. We can measure in dollars and cents.