{"id":4377993,"date":"2022-08-03T01:27:00","date_gmt":"2022-08-02T23:27:00","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/b2b-brands-start-using-creative-to-stop-wasting-your-media-spend\/"},"modified":"2025-12-08T13:40:30","modified_gmt":"2025-12-08T11:40:30","slug":"b2b-brands-start-using-creative-to-stop-wasting-your-media-spend","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-in\/insight\/b2b-brands-start-using-creative-to-stop-wasting-your-media-spend\/","title":{"rendered":"B2B brands: Start using creative to stop wasting your media spend"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tB2B brands: Start using creative to stop wasting your media spend\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tSean McEntee\t\t
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\n\t\t\t\t\t3 August 2022\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\tWhy do B2B brands ignore creative strategy? It\u2019s a troubling reality, especially considering creative accounts for 75% of an ad’s ability<\/a> to make a brand impression. Many brands spend so much of their digital marketing budgets on media spend across various channels, but aren\u2019t doing everything they can to maximize that investment.

Unfortunately, the vast majority of B2B brands just don\u2019t look at creative the same way that many B2C businesses do – and it\u2019s hurting their performance. Creative assets are stale, not updated regularly, rarely tested, and take a \u201cone-size-fits-all\u201d approach rather than taking target personas into account.

Many brands aren\u2019t looking at the bigger picture of how a piece of creative would fit into their broader brand vision and strategy. They understand the importance of unique and dedicated budgets, strategies, and management for each of the channels within their paid media program. In-house teams or media agencies more often than not consider channel nativity when it comes to B2B creative, as ensuring the aspect ratio is correct for the placement like cutting a desktop ad for LinkedIn to a square for placement on Instagram (although that is even often missed). But of course, prospects on LinkedIn are not consuming media the same way they do on Instagram. Rather than meeting prospects where they are and messaging in a way that feels native for the platform, too often we see ad spend wasted on creative that fails to even capture attention.

With growing signal loss and the impending death of third-party cookies, it\u2019s becoming increasingly difficult to target your audience. That\u2019s why it\u2019s more important than ever to build a holistic, integrated strategy that applies to everything you do – including your creative approach. Creative strategy has always been a \u201cgrowth driver\u201d that is an omnipresent, powerful factor in everything you do across the brand and buying experience. And in a world now beyond third-party data and attribution, it\u2019s a lever that\u2019s ALWAYS in your control. Some B2B brands that have done a great job implementing an effective creative strategy include Slack, Monday.com, Shopify, TikTok for Business, UpWork, and Paypal.

Something important to note here is that a strong creative strategy might sound difficult to outline and implement, but in reality, it doesn\u2019t have to be. If you\u2019re just getting started\u2026\t<\/p><\/div><\/div>\n\n