Why is B2B marketing so…boring? People in gray offices. Stock photos of handshakes. Safe colors that all blend together. It makes your eyes glaze over.
It’s a “safe” trap that even the world’s most creative companies can fall into, especially when marketing technical products to enterprise customers. But the team at Adobe has never played it safe. As creative pioneers, they’re leading the pack in B2B product marketing, and we should all take note.
Megan Brunner (Senior B2B Content Strategist at Adobe) joined us on our Best Story Wins podcast for a chat about how the brand is reimagining B2B marketing through a consumer product lens, and our conversation was nothing short of inspiring. Adobe’s refreshing approach challenges the fundamental assumptions many of us make about what enterprise marketing should look like, from their stunning visuals to their unique storytelling, and it’s paying off in a big way.
If you’ve been struggling to differentiate your brand or create stronger connections with your audience, take a page from the Adobe playbook and adopt the mindset Megan’s team is using to set a new standard of creative excellence.
1) Challenge the “boring B2B” stereotype.
B2B marketing takes itself really seriously. And as Megan points out, this thinking makes you miss out on meaningful opportunities to connect with your audience.
“Just because it’s B2B doesn’t mean it has to be people in suits, typing on laptops or being boring in the office,” Megan explains. “It can be as visually engaging and beautiful and colorful as the awesome graphics that we see when it comes to Creative Cloud.”
This mindset shift is crucial. Too many marketers unconsciously limit themselves, assuming that “professional” means “restrained.” But the most effective B2B marketing captures attention because it breaks from these conventions.
Look at your own marketing materials with fresh eyes.
- Are you using the same visual elements (think colors, layouts, etc.) as your competitors?
- Does the imagery really reflect your brand?
- Are you clinging to any visual clichés?
Megan’s team at Adobe has been methodically moving away from generic imagery toward more distinctive, creative visuals. The result is marketing that stands out in a sea of sameness.
2) Hold your technical products to the same creative standards as non-technical products.
For Adobe, elevating their B2B marketing means ensuring their Document Cloud marketing matches the creative standard already associated with their Creative Cloud products.
People always assume that consumer products offer more opportunities to be creative, but that’s a myth. B2B not only deserves more creativity but it requires it.
When you’re trying to explain technical products or complex systems, design elements and storytelling are the most powerful tools you have. The more beautiful and engaging your content is, the more it will outshine your competition.
3) Document and celebrate your creative evolution.
Creative transformation doesn’t happen overnight. It’s an ongoing journey that requires a lot of iteration. To build momentum around her team’s progress, Megan created a “how it started, how it’s going” presentation that showcased their evolution from generic stock photography to their more creative, distinctive current approach.
This type of tangible documentation both celebrates the work and demonstrates team progress in a meaningful way. It can even provide inspiration for other teams or projects.
4) Prioritize consistency.
Adobe has set the standard for creativity not just through their products but through their brand experience, consistently reinforced across every touchpoint and marketing channel. That consistency is their superpower, and it translates across consumer and B2B product lines.
Remember: Your prospects don’t experience your marketing in segments. They don’t distinguish between B2B and B2C. Instead, every touchpoint shapes their overall perception of your brand. If your creative standards vary wildly between products or audiences, you’re undermining your brand’s integrity.
How to Stand Out in the Sea of Sameness
Breaking free from B2B marketing stereotypes isn’t just about making prettier marketing materials. It’s about creating content that:
- Gets noticed in a crowded marketplace
- Reflects your brand’s true character
- Respects your audience’s intelligence and desire for engaging content
- Creates consistency across all products and touchpoints
As Megan’s experience at Adobe shows, this transformation doesn’t happen overnight. But the impact on your brand can be huge if you make a concerted team effort. To turn Megan’s tips into action, these are the first steps you need to take.
1) Conduct a creative audit of your existing materials. Be honest when you do this. Look for overused imagery, industry clichés, and places where you’ve played it too safe.
2) Create a “creative inspiration” board. Pull examples of standout B2B marketing from both inside and outside your industry. What catches your eye? What emotions do the visuals evoke? What makes them unique?
3) Start small by picking one upcoming project to approach differently. Use it as a test case to prove that creative B2B content can still deliver results.
4) Get cross-functional input. Invite people from different teams to review your marketing. Sometimes fresh eyes can spot creative opportunities that you might miss when you’re too close to the work.
Again, you’ll need to be patient. But setting the bar higher than your competition is the best way to win your market—one piece of content at a time.
To find out more about how Megan and the Adobe team are approaching this work, listen to our full conversation on the Best Story Wins podcast.
