Anyone in B2B marketing will agree creativity plays a critical part in successful communication. But for many companies something happens to their creative process that means although everyone believes in it at a conceptual level, when it comes to putting creativity into practice it is quickly forgotten or sacrificed.
Why is that the case? For some companies the truth is the marketing department just doesn’t have the influence to do its job properly and other areas of the business are taking critical creative decisions (badly). In other businesses there is a reluctance to bring in a specialist B2B marketing agency to deliver what is a very specialist skill set. But probably the most common reason for delivering poor communication is a real lack of understanding of how decision making really works within the business to business purchase decision making process.
A great quick way to check if your marketing communications is fit for purpose is to see if you are using lazy and clichéd B2B images, if you are, then the rest of your communication is probably not working either. There is a great list of photographic clichés at http://www.101cliches.com/top-ten-cliches. If you can find one or more similar images in your marketing material, it’s probably time to give CMFG a call!