LinkedIn, the professional network and B2B advertising platform, has released new research revealing that the majority (94 percent) of B2B marketing leaders in India believe B2B “creative confidence” is increasing.
Marketers who believe B2B companies have grown more confident in producing creative campaigns recognize that they are proven to drive revenue growth (33%) and customer memorability (31%), motivating them to reach new creative heights.
The study of more than 1,600 B2B marketing leaders worldwide, including 100 in India, was conducted ahead of the 2022 Cannes Lions International Festival of Creativity and discovered that India is among the top countries with the highest creative confidence among B2B marketers.
Nearly half (46%) of B2B marketers are agreeing that B2B purchasing decisions are just as emotionally driven as B2C, nearly half (46%) are increasingly leveraging storytelling, emotion, and humor to help make their creative campaigns stick. According to the majority (92 percent), B2B brands are now producing creative campaigns that compete with consumer brands.
The majority of B2B marketing executives in India swear by brand building.
B2B companies have traditionally prioritized performance marketing to increase short-term sales, but an industry-wide shift appears to be in the works. Almost every B2B marketer surveyed in India (99 percent) recognizes that brand building is just as important in driving long-term revenue growth in B2B as it is in consumer marketing. In the same period, 9 out of 10 (89 percent) B2B marketers plan to create campaigns that improve both short-term performance marketing and long-term brand marketing results.
66 percent of B2B marketing leaders say it’s difficult to find creative talent.
Over three-quarters, (77%) of B2B marketing leaders believe B2B marketing is more difficult than B2C marketing. Despite the professional opportunities, 92 percent are concerned that the industry’s best talent is drawn to work in consumer marketing rather than B2B marketing. This comes as two-thirds (66%) of employers say it’s difficult to find creative talent right now.
According to B2B marketing leaders in India, the top skills required for B2B creativity today are innovation, data analytics, and teamwork. More than half (55 percent) believe that fostering a strong creative output is heavily reliant on team diversity of experience. When it comes to agency partners, diversity of skills (46%) and experience (46%) are regarded as equally important in fostering creative output.
“Despite the current economic climate, India’s B2B marketers are exploring bolder, more inventive ways to keep their brands at the forefront of their customers’ minds,” said Sachin Sharma, Director of LinkedIn Marketing Solutions. This increase in B2B creativity comes as nearly half of India’s B2B marketers admit that branding is more important in B2B than in B2C today. B2B companies are generating long-term ROI for their campaigns and transforming the B2B space as we know it by building strong brands and harnessing the engaged professional community on LinkedIn,” Sharma said.
Follow and connect with us on Facebook, LinkedIn & Twitter
