For all of us who have toiled away writing dry-as-dust white papers and buttoned-down eBooks, it’s time to rejoice and break free. B2B marketing is in the early stages of a creative renaissance, driven by audience demand and fueled by data.
In the LIONS State of Creativity Report, a survey of 1500 marketing professionals, 67% say they see creativity as extremely valuable as a competitive advantage in business.
Note they didn’t say creativity is valuable because it’s fun to write, or it wins Killer Content awards. They said creativity is good for the bottom line.
Research backs up this belief, finding creative to be the biggest contributor to success of an ad campaign with an ability to drive
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