The Dynamic of B2B versus B2C Marketing

B2C marketing is often seen as more innovative and dynamic compared to B2B marketing, which tends to follow traditional pathways. Creative marketing talent is typically drawn to consumer-facing companies due to the visibility and excitement associated with large campaigns, like Super Bowl ads. In contrast, B2B marketing is largely driven by need for attribution and sales-oriented metrics, leading to conservative approaches that stifle creativity. The result is a notable limitation in the scope for innovation in B2B, often leaving the few standout companies, such as HubSpot and Salesforce, as rare examples of successful marketing innovation.