How B2B Marketers Learn to Stop Worrying and Love Ad Creative
Ryan Kutscher, founder and CEO of ad agency Launch Party, joins host Matthew Schwartz to discuss why B2B marketers need to recalibrate their ad-creative strategy if they want to separate themselves from an increasingly commoditized marketplace.
Kutscher, who has worked with such brands as Gillette, Planet Kind, and Smartwater, says B2B buyers have less and less patience for industry jargon and dull ad copy. They want a little shine in the message. They want to be wooed and feel good about using a particular product and/or service. These are the staples of consumer-facing ad campaigns that resonate with consumers and often creep into the cultural zeitgeist.
The trick for B2B marketers is to blend consumer behavior with business behavior. The first step is to get comfortable with investing in branded advertising and learning how branded ads can complement performance marketing and vice versa. Rather than pile it on, Kutscher says, B2B brands should produce less content of higher quality and set aside the notion that companies must goose their algorithms "like B.F. Skinner rats all day."
The Champions of Growth Podcast airs Wednesdays at 2PM EST. For more information about the ANA Podcast Network, visit www.ana.net/podcasts.
Source
"How B2B Marketers Learn to Stop Worrying and Love Ad Creative." Champions of Growth Podcast, 3/20/24.