In today’s world, being creative is considered a very desirable trait. Writing clever jingles, funny ads, copy that makes readers smile, eye-catching banners or memorable tag lines is a talent possessed by only the best of the best. If you’re looking for work at BBDO, Ogilvy & Mather, Young & Rubicam, DDB or any one of the world’s top advertising agencies, you need to be creative.
But if you’re doing B2B marketing and you don’t have a creative bone in your body — no problema.
That’s because B2B marketing is about communication, not entertainment. Effectively communicating the benefits of what you offer is your goal. Just like a sales person sitting across the desk from a prospective customer, your marketing communication needs to be targeted, consistent, honest, enthusiastic and confident. But it doesn’t have to be creative.