We have been delivering company targeted B2B advertising (or account based advertising) for over 5 years now across the Internet and on LinkedIn.
While demand continues to increase each year – it is the creativity associated with these campaigns that have seen a marked change over that period.
B2B ads are focusing much more on storytelling and it is having an effect on the wider industry.
LinkedIn research found that here in the UK, 59% of B2B marketing leaders in the UK agree that creative confidence is growing.
This feels positive, but interestingly that was the lowest of the 13 countries surveyed – with the global number reaching 82%.
Given the leading role the UK plays globally in creative output – that is a surprise. Tunji Akintokun at LinkedIn highlighted one of the other benefits:
“Storytelling is one way of attracting more talent into the industry”
It is good to see storytelling playing more of a part in B2B advertising!
You can read more about the LinkedIn research here.