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News 9 Jun 2022 - 3 min read

Creative confidence in B2B marketing growing, but talent still choosing B2C: LinkedIn study

By Sam Buckingham-Jones - Deputy Editor
Matt Tindale

“It's fantastic to see the spotlight on B2B marketing at this year's Cannes festival and the growing creative recognition it is receiving," LinkedIn's Matt Tindale said.

Ahead of B2B creativity’s inaugural category at Cannes Lions 2022, LinkedIn has released research surveying B2B marketing leaders on attitudes to creativity, talent, confidence and how they’re faring against B2C colleagues.

What you need to know:

  • Australian B2B marketers are among the highest in the world for their “creative confidence”, a new LinkedIn survey has found.
  • The survey, released ahead of the 2022 Cannes Lions International Festival of Creativity, in which B2B marketing has its own category, dived into how B2B marketers view their craft.

The vast majority of senior Australian B2B marketers say “creative confidence” is growing, that their creative campaigns are rivalling consumer brands, and that B2B marketing is more challenging – but more talent is drawn to the B2C brands.

A new survey from LinkedIn spoke to 1,629 B2B marketing leaders around the globe, including more than 100 in Australia, asking about attitudes to their work.

It found 95 per cent of B2B marketers say “creative confidence” is increasing, while 87 per cent said B2B purchasing decisions are just as emotionally driven as B2C.

They also overwhelmingly believed (94 per cent) that B2B brands are producing creative campaigns that rival consumer brands, and that brand building is just as important in their sector (93 per cent) as with consumer marketing.

The research was carried out ahead of the 2022 Cannes Lions International Festival of Creativity, where B2B marketing has become its own category.

“Aussies are leading the charge in the B2B sector, with our local marketers having the highest creative confidence of any country globally,” LinkedIn Australian and New Zealand Managing Director Matt Tindale said.

“This creative confidence reflects the great work produced on our platform locally – with key brands such as National Australia Bank having run ground-breaking campaigns.”

A key concern from B2B marketers was that talent is drawn to consumer marketing. Three quarters believe it’s a more challenging field to work in, but 93 per cent believed most talent went to B2C. Almost two thirds (63 per cent) said recruitment had been tough

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