‘Go a layer deeper’: LinkedIn on why ‘brand really matters’ in B2B
From the “interesting intersection” with B2C to the need to “run towards” opportunities, B2B marketing is both creative and commercial, says marketing VP Minjae Ormes.
Are B2B brands really starting to flex their creative muscles? It’s a subject that remains up for debate.
There are “iconic” B2B brands long committed to creativity, acknowledges LinkedIn vice-president of marketing for global brand and consumer, Minjae Ormes. Indeed, she suggests the 77% of UK B2B marketing leaders who claim to be developing bolder creative, according to LinkedIn research, are established brands “doubling down” on their equity, mixed with emerging businesses finding new ways to tell stories.
This sense of boldness and courage is born of necessity, says Ormes, as B2B marketers see the pace of change accelerating with the advent of generative AI.
Savvy B2B marketers are keen to stay ahead of the AI curve and are running “straight towards the opportunity” by focusing on what they excel in, such as developing creative and media selection, Ormes argues.
