I\u2019ll be quite direct: Not only am I certain that there is room for creativity, I would even say that it\u2019s essential in B2B. Of course we have to agree on the meaning of the term. If your idea of creativity only involves design, poetry or the arts in general, please allow me to clarify.<\/p>\n
But what is creativity?<\/strong><\/p>\n Merriam-Webster<\/em> defines creativity as the \u201cability to create.\u201d On a similar note, the Oxford Dictionaries<\/em> describes it as the \u201cthe use of imagination or original ideas to create something; inventiveness\u201d In both cases, creativity involves ability and imagination. Don\u2019t be surprised, however, if you don\u2019t see any reference to an artistic \u00e9lan.<\/p>\n For a long time creation was only associated with artists and designers of this world. In business, salespeople sold, administrators administrated and creative people\u2026.created. There was a psychological barrier that didn\u2019t allow for \u201cartists\u201d and \u201cnon-artists\u201d to socialize. However, we all have a creative side to us.<\/p>\n The reality of B2B companies<\/strong><\/p>\n Creativity has largely evolved since the advent of the internet, and the concept has been integrated into the strategies of B2B companies. As opposed to retail that targets individual consumers, B2B involves longer and more complex sales cycles. Each step of the sales process reveals new stakeholders who must be persuaded one after the other in order to convince the decision-maker. And as the client is a company, the pie isn\u2019t sold by the slice but as a whole; so the stakes are higher.<\/p>\n Adapting your sales strategy to each phase of the cycle is vital in order to bring the prospect further. To do so, creativity is key. It involves adjusting, improving and remodeling your tactics in order to present a personalized offer that appeals to the client. Although the \u201cemotions and impulsion\u201d card shouldn\u2019t be overplayed to convince a B2B client, don\u2019t forget that business relations are created and maintained with real people.<\/p>\n Don\u2019t be too extreme<\/strong><\/p>\n With solid management, judgment and experience, creativity is one of the four main elements of successful marketing.1<\/sup>\u00a0However, don\u2019t be too extreme. First and foremost, concentrate on the positioning of your product or service. Sooner or later, you will have to call on creativity, during a brainstorming session, all along the process and even in the way you present your results.<\/p>\n You don\u2019t have to reinvent the wheel or revolutionize the world to innovate. Listen to your clients. Sometimes simply adapting a product or adding functions to it is enough. Be creative!<\/p>\n I\u2019ll be quite direct: Not only am I certain that there is room for creativity, I would even say that it\u2019s essential in B2B. Of course we have to agree on the meaning of the term. If your idea of creativity only involves design, poetry or the arts in general, please allow me to clarify. […]<\/p>\n","protected":false},"author":2,"featured_media":6499,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[14,31,2],"tags":[50],"class_list":["post-2215","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-communications-campaigns","category-sales-marketing-and-b2b-business","category-uncategorized","tag-marketing-b2b-en"],"acf":[],"yoast_head":"\n1<\/sup>Clancy Kevin J., and Robert S. Shulman. Marketing Myths That Are Killing Business: The Cure for Death Wish Marketing<\/em>, New York, McGraw-Hill, 1993<\/h5>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"