B-to-b marketers should think like Disney and stick to what works. Though some might think b-to-b is all about technology and targeting, our research suggests that creativity is where you can find the biggest competitive edge. Creative confidence is growing in b-to-b, as are top-of-funnel brand investments, and the establishment of a Creative B2B Lions last year will help draw top talent to b-to-b. B-to-b is not a niche—it’s a gold mine, representing more than 50% of the economy. 

Because rhymes are more likely to be remembered, we’ll leave you with the following advice: B-to-b marketers, if you want a seat at the table, your creative must be ABLE.

This story is part of Adweek’s Creativity x Culture digital features package, which spotlights the people, marketing strategies and creativity driving lasting cultural and societal change.