How creative and disruptive business-to-business marketing can increase brand share, grow pipeline value, and improve return on investment

Abstract

This paper describes the current business-to-business marketing landscape and the ways in which a brand can establish, curate and implement a creative-led, disruptive marketing strategy. It draws on successful real-world examples and considers the potential drawbacks of this approach, providing specific comparisons between enterprise-level businesses and challenger brands. The discussion includes explicit reference to relevant social science theories, with particular emphasis on Hofacker’s information processing model and its effects on consumers encountering creative and disruptive advertising. The paper also reflects on the viability of and challenges associated with measuring the success of this strategic approach. Brands that apply and evaluate the methods outlined in this paper are likely to increase return on investment and gain greater market share. This article is also included in The Business & Management Collection which can be accessed at http://hstalks/business/.