Episode 1 – Victoria’s take on B2B creativity

B2B Creativity: A spoonful of sugar helps the medicine go down

With Victoria Jackson

Acting Global Head of Marketing, Silverdoor

Also joined by Skout’s director, Claire Lamb

Episode Overview

Is B2B marketing really the boring sibling of B2C? Not if creativity has anything to say about it! In this episode of Shaking the B2B Tree, we dive into why creativity is essential in B2B marketing, how to push past traditional barriers, and practical strategies to bring innovative ideas to life.

Victoria Jackson shares her insights on using creativity as a differentiator in crowded markets, overcoming internal resistance, and why even “dry” industries can (and should) embrace bold, engaging marketing approaches.

Key Takeaways

✅ Creativity in B2B matters - It’s the secret weapon for standing out in competitive industries.

✅ Ditch the fear - How to encourage risk-taking in marketing while keeping leadership on board.

✅ Make B2B human - Emotional connections and humour aren’t just for B2C.

✅ Creative strategy vs. execution - Why creative thinking should start at the strategic level.

✅ AI in creativity - The role of AI in supporting (but not replacing) creative marketing efforts.

Just because a topic is serious doesn’t mean the marketing has to be. The best brands make creativity a core part of their approach—even in B2B.

Mentioned in This Episode

📌 Podcast recommendation: Sideways by Matthew Syed (BBC Sounds) – Exploring different ways of thinking

📌 Book: Black Box Thinking by Matthew Syed – Embracing mistakes as opportunities for growth

📌 Creative example: SilverDoor’s Christmas Video featuring "Father Christmas Booking a Corporate Stay"

Uploaded March 20, 2025

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Episode 1 – Victoria’s take on B2B creativity