As more B2B marketers than ever gathered recently for the Cannes Creative B2B Lions at the Cannes Lions International Festival of Creativity , it’s natural to wonder — just what are the key insights that emerged, and how can B2B marketers best put them to use? Although the event celebrated its 70th anniversary in 2023, it was only the second year where B2B marketers had their own special section of the festivities in the form of the Creative B2B Lions, including an array of B2B-specific marketing award categories. Let’s jump right in and examine some of the key themes and trends from this year’s second-annual Cannes Creative B2B Lions.
What does award-winning B2B marketing look like? For the first time since the prestigious Cannes Lions International Festival of Creativity began in the 1950s, the recently-held 2022 event saw dedicated B2B-specific marketing award categories, offering a new opportunity for B2B marketers to have their efforts shine on the global stage. The new Creative B2B Lions event and awards were established in conjunction with the B2B community — most notably The B2B Institute — the industry think tank funded by LinkedIn* that researches the future of B2B marketing and decision making
The venerable Cannes Lions International Festival of Creativity has been around in one form or another since the 1950s, offering brands worldwide the opportunity to showcase their top marketing work and advertising talent.
In a time of increased competition and uncertainty, standing out is more important than ever. Of course there’s plenty of B2B marketing that stands out, but what kind performs
Content Marketing has long been a staple for the B2B Marketing world with an increased boost in popularity due to changes in consumer information discovery and consumption. Over 90% of B2B marketers are using content marketing according to CMI and MarketingProfs . Far more research is conducted before sales contacts are made providing B2B companies an opportunity to satisfy buyer information hunger with some killer content.