Most B2B marketing leaders in Australia say confidence in creative campaigns is growing but they worry talent is being attracted more to the consumer side, according to research by LinkedIn.
Marketers who believe B2B companies have become more confident with producing creative campaigns recognise that creativity is essential to long-term brand building (42%).
And that this helps drive memorability among customers (25%), which is spurring them to reach new creative heights.
The study of more than 1,600 B2B marketing leaders from across the globe, conducted ahead of the 2022 Cannes Lions International Festival of Creativity, finds that B2B marketers in Australia (95%), Brazil (95%), India (94%) and the United Arab Emirates (94%) currently have the highest creative confidence.
Most (87%) of B2B marketers agree that B2B purchasing decisions are just as emotionally driven as B2C.
Almost a third (32%) are increasingly harnessing storytelling, emotion and humour to help make their creative campaigns stick.
The majority (94%) say that B2B brands are now producing creative campaigns that rival consumer brands.
Three quarters (75%) of B2B marketing leaders believe B2B marketing is more challenging than B2C.
But despite the professional opportunity, 93% are concerned that the best talent in the industry is drawn to working in consumer marketing over B2B marketing.
This comes as nearly two-thirds (63%) say they are finding it challenging to recruit creative talent currently.
B2B marketing leaders say data analytics, problem solving and innovation are the top skills needed for B2B creativity today.
Just over half (54%) say fostering a strong creative output is largely reliant on diversity of experience within a team.
And when it comes to agency partners specifically, diversity of skills (47%) was deemed most important to fostering creative output.
Matt Tindale, managing director, LinkedIn, Australia & NZ, said: “It's fantastic to see the spotlight on B2B marketing at this year's Cannes festival and the growing creative recognition it is receiving.
“LinkedIn is the home of B2B, so supporting Cannes Lions in the development of the new Creative B2B Lions was a natural fit.
“Aussies are leading the charge in the B2B sector, with our local marketers having the highest creative confidence of any country globally.
“This creative confidence reflects the great work produced on our platform locally – with key brands such as National Australia Bank having run ground-breaking campaigns.“
Paul Hirsch, Creative B2B Lions Jury President, said: “For too long, B2B has been an often-overlooked part of the advertising landscape.
“With the news of this study and Cannes Lions expanding to include B2B as its own category, it certainly feels like creativity in B2B is finally having its moment.
“Although we have only recently started judging this year’s entry, I’m excited by what I’ve seen.
“As a first-time festival category, my hope is that the work we’ll award with Lions in a few weeks will justify the category optimism, inspire creatives, and embolden B2B marketers for years to come.”
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