If you haven’t heard about Shaking the B2B Tree yet, it’s a fresh new podcast from Skout launched by our MD, Rob Skinner, aimed at challenging traditional thinking in B2B marketing.
The whole idea? To shake up the way we think about B2B marketing – challenge the usual, dig into new ideas, and help marketers find smarter, more creative ways to connect with their audiences.
Shaking the B2B Tree features trailblazing B2B marketers and industry experts, like Victoria Jackson, Head of Communications at SilverDoor, who brings sharp insight into the role of creativity in B2B.
In the first episode, Victoria, Rob and co-host Claire Lamb tackled a topic often overlooked in B2B circles: creativity. And trust us, it’s a lot more important than you might think. Here’s what we took away from that chat.
Creativity isn’t just for consumer brands
B2B marketing might be perceived as the more sensible sibling to the bolder B2C – but that’s changing fast. With longer buying cycles, complex decision-making and markets packed with similar-sounding messages, it’s creativity that makes the difference between blending in and being remembered.
Creativity isn’t just for consumer brands — it’s just as vital in B2B. And it’s not only the obviously ‘creative’ sectors that benefit. Even industries traditionally seen as more technical, like accountancy, surveying, logistics, all have space for originality. A well-timed bit of humour, a fresh take on a familiar challenge, or simply a stronger visual identity can make all the difference.
At its core, creativity in B2B is about making your brand feel human, relatable and worth trusting — qualities that are especially crucial in B2B, where buyers are cautious and relationships take time.
Sustained creativity matters more than short bursts of brilliance
Consumer marketing often thrives on big moments; a one-off ad, a viral campaign, a punchy headline. But B2B doesn’t work like that; with long buying journeys and multiple stakeholders involved, creativity needs to be more than a single spark. It needs to run through the whole process, from brand to lead gen to content strategy and beyond.
That means starting with creative strategy, not jumping straight to execution. A coherent approach means aligning messaging, design and tone of voice across every channel and touchpoint. Done well, it turns what could be a disjointed campaign into something purposeful and persuasive.
The right environment is essential for creativity to thrive
One of the strongest points from the discussion was that creativity doesn’t happen in a vacuum; instead, it relies on culture. Teams need to feel safe sharing ideas – even the unpolished or unconventional ones. Leaders have a big part to play in that: encouraging open thinking, asking the right questions, and giving permission to explore, experiment and test things that might not work.
Not everyone thinks creatively in the same way. Some people bring fully formed concepts, while others plant the seed and develop it through collaboration. Recognising and encouraging both styles is key to building a genuinely creative team.
The episode also touched on inspiration, and how it often comes from unexpected places. Whether it’s a brand voice that cuts through, or even well-written caption on social, encouraging teams to collect and share ideas outside of their own niche helps keep creative thinking sharp.
Creativity is a mindset, but smart tools and strong leadership make it easier
The conversation also explored the role of AI — not as a replacement for creativity, but as a way to buy back time for it. From summarising research and repurposing content to spotting patterns in campaign data, AI can reduce the admin so teams can focus on the good stuff: coming up with new ideas and making them happen.
But tools can only do so much. The real shift comes from leadership, and those at the top that allow their teams to prioritise creativity (and preserve time for it) are the ones that move the dial. It’s about giving people the space to think differently, try something new, and know their input will be taken seriously.
Final thoughts
The first episode of Shaking the B2B Tree was a timely reminder that creativity in B2B is what separates the memorable from the forgettable. With the right culture, clear strategy and a bit of courage, creative thinking can be the spark that turns a brand into one that people truly remember.
