Australia in the lead when it comes to creative confidence in B2B marketing

Matt Tindale, Managing Director ANZ at LinkedIn

95% of B2B marketing leaders in Australia say B2B “creative confidence” is growing, according to research from LinkedIn, a professional network and leading B2B advertising platform. Marketers who believe B2B firms have become more confident with producing creative campaigns recognise that creativity is vital to brand building (42%), and helps drive memorability amongst clients (25%), which is spurring them to reach new creative heights.

The study of over 1,600 B2B marketing leaders, 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%) have the highest creative confidence.

With 87% of B2B marketers surveyed agreeing that B2B purchasing decisions are just as emotionally driven as B2C, around 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.

Why are companies leaning towards brand building?

B2B brands have prioritised performance marketing to boost short-term sales, but shift looks like it’s underway. 93% of B2B marketing leaders recognise that brand building is just as important to driving long-term revenue growth in B2B as it is in consumer marketing.

9 in 10 B2B marketers now say they are planning to create campaigns that improve short-term performance marketing and long-term brand marketing results in the same period.

This comes as a report from the B2B Institute, LinkedIn’s marketing think tank, and the Ehrenberg-Bass Institute at the University of South Australia, finds that 95% of B2B buyers aren’t in the market to buy today. It’s imperative that B2B brands create a memory link in buyers’ minds so that they are top of mind when the buyer is ready to make a purchase.

What is the future of creative talent in B2B?

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%) admit 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. 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.

What were executives’ take on the study?

Paul Hirsch, Creative B2B Lions Jury President, said: “B2B has been an often-overlooked part of the advertising landscape. With the news of this study and Cannes Lions expanding to include B2B a 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 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.”

Matt Tindale, Managing Director LinkedIn, ANZ, said: “It’s fantastic to see the spotlight on B2B marketing at this year’s Cannes festival and the 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,“ Matt said.

“We’re thrilled local brands like NAB are choosing our platform to showcase their creative campaigns and develop content in unique ways. To ensure brands continue to maximise LinkedIn to reach their desired audience, we’ve launched new products, like LinkedIn Business Manager, which will provide a centralised platform, making marketing on LinkedIn easier. We’ve also released a new B2B creativity playbook that will show creative best practice.”

How is LinkedIn helping brands unleash creativity?

To help B2B brands unleash their most creative work, LinkedIn has announced:

LinkedIn launches new consultancy service

LinkedIn a marketing think tank, which uses original research and IP to help B2B clients like Oracle, SAS, and Workhuman, drive “performance branding” – a new approach to brand strategy, creative, distribution and measurement designed to help brands maximise profits.

New features for Pages

More than 58 million firms have a Page on LinkedIn to help them foster their communities. LinkedIn is launching new tools to help brands spark conversations, engage with their communities and drive discoverability, including @mentions and # hashtags in Articles and Newsletters, in addition to the ability to respond to any post in the feed as their Page.

LinkedIn Business Manager

LinkedIn Business Manager will launch in a few weeks, offering marketers a centralised platform to simplify the way they manage people, accounts, Pages, and businesses they work with to make marketing easier on LinkedIn and across the firm’s network of publishers.

Marketing Labs certification

LinkedIn is introducing a free certification on LinkedIn Content and Creative Design as part of LinkedIn Marketing Labs to help marketers show their expertise in creating organic content, including managing an active LinkedIn Page and designing a visually compelling creative.

New LinkedIn Creativity playbook

LinkedIn’s creativity playbook empowers brand marketers and creative agencies to build campaigns on LinkedIn, taking a unique perspective on our product suite, data and insights and exploring what creative best practice looks like on the platform.