21st Apr 2022

Andy Graham, Co-Founder & Director, Emberson Group, talks about the importance of creativity and innovation in B2B marketing…

MicrosoftTeams image 77Creativity is the life-blood of Emberson. When you fuse innovative technology with creative communication, you mix two essential ingredients that not only allow a business to flourish, you have the potential to send it into orbit.

Creativity improves the process of problem solving and an organisation’s ability to create a competitive advantage. Creativity by definition is all about making things that didn’t exist before. Whether that’s art, a new technology, or a concept of the mind.

We use our conceptual and visual creativity to help our customers differentiate and ensure their engineering creativity is fully revealed so it stands out not only physically but in the mind too.

In the technical industries we work with (software, energy, health, engineering, for example), significant investment is made to create original IP. Organisations like these often underinvest in creative communications. This is why we are able to work so effectively together in partnership. We fill that gap.

Emotion is the first language of memorability. We’ve spent many years creating brands and stories that emotionally communicate the technical side of a business. Technical people and engineers are trained to take the emotion out. We are trained to put the emotion in.

Combining our customers’ technical creativity with our emotional creativity is a high octane mix.

Emotion’s link to memorability is proven. Research from Prof John Dawes, The Ehrenberg-Bass Institute of Marketing Science, revealed that up to 95% of B2B audiences are not in position to buy from your company at the point in time that they see your marketing communications. The business need may arise weeks, months or even years later.

This increases the importance for memorable, imaginative marketing collateral and assets that go beyond the features and benefits. Dry, rational information will be long forgotten in the buyer cycle when the crucial time comes for a purchasing decision to be made.

People often ask the question ‘what is the difference between high technology B2B and B2C?’

For us it comes down to this – the high technology company invests its creative time and R&D dollars to create tangible differentiated products. A B2C company invests its creative time and marketing dollars to differentiate the story and the brand.

Both are equally creative approaches just with different focus.

We believe that technical creativity married with emotional creativity is when magic truly happens.