Maximising Creative Effectiveness in B2B

How to become more consistently successful at highly effective creative marketing

  • On demand
  • 1 hour

Creativity in B2B marketing.

It’s something that many organisations struggle to deliver due to the complex nature of many products and services. This has, as recently documented by research company System1, resulted in B2B campaigns significantly underperforming in effectiveness vs their B2C counterparts. So how can we, as B2B marketers, become consistently successful at highly effective creative marketing?

Watch on demand as we take a deep dive into the Creative Effectiveness ladder through the lens of B2B marketing with key insights from Imaad Ahmed from WARC. We’ll dig into the metrics and case studies that show us best practice at each level - from how you identify where creativity could impact a specific marketing objective, to how you build an enduring brand that goes beyond the duration of a short-term campaign.

If you are interested in a copy of the webinar slides, please email

Discussion topics:

  • Where and how creativity could drive your specific marketing outcomes.
  • How to create highly effective work, measure success and communicate this success across the business.
  • The metrics you should track, the media channels you should use, and the winning behaviours you need to unlock.
  • Building an enduring brand that drives growth beyond the duration of a single campaign.


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  • Imaad Ahmed

    Imaad Ahmed
    Head of Advisory, EMEA, WARC

Hosted by

  • Richard Parsons

    Richard Parsons
    Founding Partner, True

  • Cos Mingides

    Cos Mingides
    Founding Partner, True