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CREATIVITY IN B2B WE NEED
TO TALK
ABOUT IT.

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How to connect B2B creativity to business effectiveness

These two-minute videos will give you the objective, rational case to deploy bigger, better, more wonderful ideas as part of your business strategy for growth.

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1

Prove creativity
equals commercial
impact

2

Discover the
 Big Long Idea
 methodology

3

Understand
the principles
of the
Big Long Idea

4

The Creative
Effectiveness
Ladder

Want a compelling
conversation starter?

The B2B Effectiveness Ladder proves that creativity makes money. It is backed by excellent qualitative data from world leading marketing organizations.

To talk about B2B creativity with authority, and make an impactful deck, download the quick guide or the deep dive white paper from WARC & Stein IAS.

Understand the type
of idea you need

Be rational about creating emotional ideas capable of climbing the B2B Effectiveness Ladder. Discover the Big Long Idea method and learn what its most important traits are.

To talk about B2B creativity with authority, and make an impactful deck, download the quick guide or the deep dive white paper from WARC & Stein IAS.

Tools to assess
the value in an idea

Originality Value. Internal & Customer Value. Rational & Emotional Value. Discover how to get a clear measure of all three and make an objective case for your idea.

To talk about B2B creativity with authority, and make an impactful deck, download the quick guide or the deep dive white paper from WARC & Stein IAS.

Complete the creative
culture checklist

Take the creative culture check below and score yourself against ten criteria that will help you measure how developed your creative culture is – a good way to understand what you need to work on to improve.

Complete Checklist

Empower Yourself

To talk about B2B creativity with authority, and make an impactful deck, download the quick guide or the deep dive white paper from WARC & Stein IAS.

BLI Quick Guide

Download PDF

BLI WARC Report

Download PDF

Empower Yourself

To talk about B2B creativity with authority, and make an impactful deck, download the quick guide or the deep dive white paper from WARC & Stein IAS.

BLI Quick Guide

Download PDF

BLI WARC Report

Download PDF

Complete the creative
culture checklist

Take the creative culture check below and score yourself against ten criteria that will help you measure how developed your creative culture is – a good way to understand what you need to work on to improve.

Complete Checklist

Watch our Creative Showreel

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Ready to talk about B2B Creativity?

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Q1
Q1 Our brand has a unifying idea with an identifiable story that is effective at the brand level and the demand level, creating a connected customer/prospect experience along the buyer journey.
Q2
Q2 Our creative idea is globally unifying and universal, from brand marketing to regional and local marketing teams, giving us a consistent customer experience around world.
Q3
Q3 Our brand always develops crafted, proprietary imagery rather than relying on stock imagery in marketing.
Q4
Q4 We have a distinct and ownable thought leadership position that enables us to create differentiated and positively provocative content and commentary confidently and consistently.
Q5
Q5 Our marketing teams have a culture of creativity driven by the belief that creativity in marketing experiences drives long-term brand strength and business growth.
Q6
Q6 We use multiple qualitative, quantitative and business performance metrics to gauge creative effectiveness.
Q7
Q7 Within our marketing organization up to the c-suite, creativity (and creative effectiveness) is considered a strategic asset that is helping lead our business into the future.
Q8
Q8 We have a creative culture that’s effective across the entire creative spectrum from big campaign ideas to content marketing at every stage of the buyer journey.
Q9
Q9 We have a marketing culture that celebrates creative achievements and winning awards is important to the team, our management, our agency partners – and important to all of our respective personal and collective professional success.
Q10
Q10 Our marketing team has final say on creative ideas and ideas do not become diluted or made less impactful by stakeholders outside the marketing function.

Get the results!

To find out your Creative Culture Checklist results, enter your email address, and press submit.

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Your score is:

Very-low

Low

Up and running

Advanced

Your creative culture and strategy need to develop!
Talk to Stein IAS about how to put the foundations in place and start your journey toward making creativity a brand and business asset.

Your creative culture and strategy have green shoots, but need to grow.
Talk to Stein IAS about how to build on your fundamentals and set new targets to unlock your full creative potential and opportunity.

Your creative culture and strategy are fairly strong.
Talk to Stein IAS about how to take the next steps toward making creativity a strategic brand and business-building asset.

Kudos! Your creative culture and strategy are very advanced.
Now talk to Stein IAS about elevating your creativity to the highest rung of the B2B Effectiveness Ladder – a strategic asset that moves your business into the future.