"Are B2B organizations passing up an opportunity to resonate with their prospects and customers because their messages lack creativity? Today, I'm talking to Jacob Sanders, Scott Monty and Ryan Wellman, the creators of "ROI: The Musical," to discuss why so many B2B organizations seem to steer away from getting creative in their marketing. Creativity is risky, it's subjective and it can be terribly difficult to measure."
"And that's part of the point behind an endeavor like "ROI: The Musical" - it would be challenging to measure the ROI of the musical itself. Episode guide 1:55: Why make ROI: The Musical in the first place? 5:42: Why don't companies get more creative in their marketing? 8:01: Is bureaucracy and personal preference holding back creativity? 12:10: What is the future of long-form, creative content? Follow Conversations with MarTech on: Fuel up with free marketing insights. MarTech is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page's content was written by either an employee or a paid contractor of Semrush Inc."
Many B2B organizations miss chances to resonate with prospects and customers because marketing messages lack creativity. Creativity carries risk, tends to be subjective, and is often difficult to measure, which discourages companies from experimenting with unconventional formats. Projects like "ROI: The Musical" intentionally highlight the challenge of quantifying creative work by posing a product whose ROI would be hard to calculate. Organizational bureaucracy and individual preferences frequently restrict creative initiatives. Long-form, creative content represents a potential future direction for B2B marketing, but assessing its value requires new approaches to evaluation and a willingness to accept uncertainty.
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