Creative Strategy

Creative Strategy for B2B Marketing

Overview

This skill covers creative strategy for B2B marketers: how to develop differentiated creative concepts, produce and test assets across channels, structure creative teams and workflows, and use AI tools to accelerate ideation. All practices are sourced exclusively from guests on the Exit Five podcast. Where guests disagree, those disagreements are surfaced explicitly rather than resolved.

Foundational Creative Principles

Attention Is the Primary Job

The primary job of marketing creative is to earn attention. Ads that look like corporate ads—matching brand guidelines, using company logos and fonts, looking like flyers—fail because they blend into the noise. Study how people respond to content in their personal lives: plain text emails, handwritten notes, and unconventional creative stand out. The goal of the first line of copy is to get someone to read the second line; the goal of your first touchpoint is to earn the right to tell them about your product later. (Source: Louis Grenier, Episode #322)

Earn Attention First, Then Transition to Product Messaging

Structure the marketing sequence as: (1) run a play designed purely to get attention and stand out, without leading with product features or benefits; (2) once you have attention, use it to tell your product story. Most people are not actively shopping, so generic product messaging will not interest them. Attention-first plays—contests, events, founder brand activities—create the initial hook; product messaging comes after you've earned mindshare. (Source: Dave Gerhardt, Episode #316)

Creative Quality Drives 60–70% of Ad Effectiveness

Creative quality accounts for 60–70% of an ad's effectiveness. Targeting, bidding, and platform optimization matter far less than the creative itself. Prioritize authentic, human-centered creative that connects on an emotional level rather than feature-focused messaging. Effective creative should be grounded in real expertise, authentic perspective, and human connection—not over-produced or polished corporate content. This applies across all ad formats (video, thought leader ads, single image) and all funnel stages. Test creative approaches organically first to validate they resonate before scaling with paid spend. (Source: Davang Shah, Episode #338)

Messaging Over Distribution

Invest heavily in developing strong, memorable messaging and creative concepts before optimizing distribution channels. A strong message can drive 3–5x performance improvements and has inherent self-distribution because people share and discuss it. Weak messaging cannot be fixed by better ad targeting or channel selection. Collaborate closely with product marketing and creative teams to develop messaging that resonates—Brian Kotlyar found that "friends don't let friends buy a CDP" outperformed generic messaging by 500%. Once messaging is locked, demand gen can optimize distribution—but the message is the leverage point. (Source: Brian Kotlyar, Episode #118)

Brand Differentiation and Distinctiveness

Use Meaning-Free Brand Assets to Stand Out and Stick in Memory

Create one or two brand assets that have no logical connection to your product category. These "meaning-free" assets make you memorable and distinctive. Examples: Gong's Bruno the bulldog (nothing to do with sales calls), PostHog's hedgehog. Avoid making all brand assets meaningful (like every copywriter using a fountain pen logo)—that creates confusion because many competitors do the same. Use meaning-free assets alongside category-appropriate ones so you're still recognizable as part of your category but completely different from competitors. (Source: Louis Grenier, Episode #322)

Create and Lean Into a Distinctive Brand Mascot

Develop a unique mascot character for your brand and use it consistently across all marketing channels. The mascot should be tied to your product value proposition (e.g., Vector's ghost represents revealing anonymous website visitors). Use the mascot in social media posts, ads, email, events, and branded merchandise. Assign someone to comment and engage as the mascot character on social platforms. Mascots work particularly well in B2B SaaS where most competitors use generic, minimal design. (Source: Jess Cook, Episode #321)

Take Creative Risks in Design to Stand Out in a Sea of Sameness

In B2B SaaS, most companies default to safe, corporate aesthetics (black, white, blue). Stand out by taking risks: use unexpected color palettes, unconventional imagery, bold typography, or distinctive visual treatments. Risk-taking in design—whether through mascots, unusual compositions, or breaking category norms—creates memorable, distinctive brands that buyers notice and remember. The key is intentional risk-taking, not random or desperate-looking choices. (Source: Eli Rubel, Episode #120)

Three-Lever Framework for Breaking Through Marketing Noise

To stand out in oversaturated markets, systematically disrupt one of three elements: the story (narrative), the channel (where it's told), or the storyteller (who tells it). Rather than overhauling everything, changing one of these three creates differentiation because most competitors do all three the same way. (Source: Mark Schaefer, Episode #261)

Study and Adapt Unique Content Formats to Stand Out on Social

Humor is one approach, but other unique formats can work equally well: man-on-the-street interviews, behind-the-scenes content, news roundups, industry commentary, or novel presentation styles (e.g., interviews on a ladder, music reactions, golf course conversations). Find a format that aligns with your brand and ICP, then execute it consistently. Pick a format that feels authentic to your company and double down on it. (Source: Chris Cunningham, Episode #347)

Source Inspiration from Outside Your Industry

Don't limit inspiration to B2B SaaS examples or your specific industry. Study how other industries (sports, entertainment, consumer brands) capture attention and adapt those principles to your context. The core game—getting human attention—is the same whether you're selling baseball tickets or enterprise software. (Source: Dave Gerhardt, Episode #316)

Ad Creative: Formats, Tactics, and Testing

Thought Leader Ads Outperform Single Image Ads by 2.2x Click-Through Rate

Thought leader ads—content posted by individual employees rather than company pages, often featuring video testimonials or authentic perspectives—generate approximately 2.2x higher click-through rates compared to single image ads with the same objective. This format works because it combines authenticity, expert perspective, and video, which resonates with B2B buyers who are increasingly influenced by trusted voices rather than polished corporate messaging. (Source: Davang Shah, Episode #338)

When planning to boost posts from internal leaders as thought leader ads, have a brief 15-minute conversation with them to align on content guidelines. Discuss what makes good content for this audience (who may not know your company) and what to avoid. This prevents wasted spend on posts that don't resonate with cold audiences. (Source: Tagg Bozied, Episode #243)

Lead with Video as the Primary Creative Format for LinkedIn Ads

Video is the most effective format for B2B LinkedIn ads when executed well. Video allows you to convey more information, show and hear from a person (which increases engagement), and creates higher-fidelity interactions than static images. While video is harder to produce, it delivers significantly better results. Pair video with a mix of long-form content and still images for a holistic campaign, but prioritize video as your lead creative. (Source: Tagg Bozied, Episode #243)

Test Large Creative Differences, Not Micro-Variations

When A/B testing LinkedIn ads, test big, meaningful differences: different ad formats, entirely different messages, different value propositions. Don't test micro-variations like button color or minor headline tweaks. Big tests teach you more and help you find breakthrough creative. Micro-tests lead to fatigue and diminishing returns over time. (Source: Anthony Blatner, Episode #243)

Create at Least Five Ad Variants Per Campaign to Maximize Frequency Caps on Niche Audiences

For campaigns targeting small, niche audiences, create at least five different ad variants within a single campaign. This allows you to maximize frequency caps—showing different creative to the same audience rather than repeating the same ad. This prevents ad fatigue and allows you to reach the audience multiple times with fresh content without hitting frequency limits. (Source: Tagg Bozied, Episode #243)

Rotate ABM Paid Social Creative Every 2–3 Weeks to Combat Fatigue

When running paid social ads to small ABM account lists (e.g., 20 accounts with 10 decision-makers each), creative fatigue happens extremely fast because you're buying every available impression for those people. Implement a mandatory creative refresh cycle of every 2–3 weeks to maintain engagement and prevent audience burnout. (Source: Brian Kotlyar, Episode #331)

Invest in Higher-Quality Creative to Offset Higher CPMs from Niche Audiences

Smaller, niche audiences inherently have higher CPMs due to limited inventory. Rather than accepting this cost increase, offset it by creating significantly better, more complex content that drives higher engagement. Higher engagement rates improve your ad's performance metrics, which can lower your effective cost per result. (Source: Tagg Bozied, Episode #243)

Use Witty, Conversational Copy in Paid Creative

Move away from traditional B2B marketing language and use more casual, sassy, or humorous copy in paid ads. Top-performing creative has featured copy like "You don't have to download an app" and "Think outside the inbox" instead of generic B2B messaging. This approach resonates better with audiences and improves engagement and conversion rates. (Source: Richard Meyer, Episode #341)

Test Multiple Creative Variants on a Single Channel Before Scaling to Multi-Channel Campaigns

Before investing heavily in a multi-channel campaign, test different creative approaches on one channel to identify top performers. Test two ad variants (e.g., generic conference message vs. branded swag-focused) on LinkedIn before scaling. The top-performing ad becomes the primary creative for the broader campaign. This reduces wasted spend on underperforming creative across multiple channels. (Source: Tess Pfeifle, Episode #341)

After a Channel Test Fails, Change the Creative or Offer Before Abandoning the Channel

If a test on a channel shows no lift, do not conclude the channel is dead. Instead, change the creative, offer, or execution and test again. A YouTube test may fail because the creative or offer was not resonant, not because YouTube as a channel doesn't work for your business. Iterate on the execution, not the channel. (Source: Pranav Piyush, Episode #259)

Treat All Organic Creative as Fuel for Paid Media Campaigns

Do not create content purely for organic distribution. Instead, develop creative assets (videos, webinar promos, case studies) with the intention of amplifying them through paid channels. Even scrappy, low-cost content should be backed by paid media to maximize reach. This ensures accountability for creative production and allows you to measure performance through paid media metrics and incrementality testing. (Source: Ryan Narod, Episode #330)

Position Design and Brand Investment as a Conversion Lever

When pitching design or brand work to stakeholders, frame it as a direct conversion and revenue driver, not just aesthetic improvement. Ask: "If we could increase conversions by 25–50% through design changes, would you care if it stepped outside brand guidelines?" This reframes the conversation from "we want to look cool" to "we want to improve unit economics." Use past examples or test results to demonstrate the connection between design changes and conversion lift. (Source: Eli Rubel, Episode #120)

(Note: Whether to break brand guidelines in paid creative is contested — see Where Experts Disagree.)

Cold Ad Creative: Lead with Prospect Imagery, Not Brand

For top-of-funnel cold ads on LinkedIn where prospects don't know your brand, avoid leading with your company name or logo. Instead, start by calling out the prospect directly through imagery and messaging that reflects their workplace, tools, and demographics. Use images of people and settings that match your target persona (age, role, environment). Only introduce your brand more prominently in retargeting campaigns after someone has engaged with you. (Source: Anthony Blatner, Episodes #228 and #152)

(Note: Whether cold ads should lead with prospect imagery or consistent brand elements is contested — see Where Experts Disagree.)

Conduct Custom Photo Shoots for Consistent Ad Models

Instead of using stock photos for LinkedIn ads, conduct your own photo shoot with consistent models/people. This creates visual consistency across your ad creative that stands out from generic stock imagery. The same people appearing across multiple ads helps build brand recognition and memory. This can be done low-cost using internal resources (e.g., someone on the team with a camera, in your office, for 2 hours) to generate a quarter's worth of ad creative. (Source: Anthony Blatner, Episodes #228 and #152)

Abstract Product Benefits to Emotional Pain Points for Mass-Market Creative

When creating brand awareness creative for mass audiences, move away from product-specific messaging and instead focus on the emotional pain point and aspiration. Rather than explaining what the product does (e.g., "manage HR and payroll"), articulate the feeling of the problem (e.g., "leaders with big plans held back by mundane operational tasks"). This makes the message universally resonant and creates an opening to introduce the solution. (Source: Ryan Narod, Episode #330)

Use Bold, Unexpected Colors and Emotional Messaging in Out-of-Home Creative

When designing billboards and transit ads, choose colors that stand out against typical urban environments (e.g., vibrant turquoise instead of gray/muted tones) and lead with emotional, human-centered messaging rather than product benefits. Use portrait photography of relatable personas (e.g., "receipt loser," "big spender") instead of product screenshots or generic imagery. This approach increases attention and recall in crowded visual environments. (Source: Amrita Gurney, Episode #287)

Punch Above Your Weight with Low-Cost Premium Placement

Create the perception of a much larger company by strategically purchasing small, affordable versions of premium advertising mediums (e.g., regional Wall Street Journal ads, cheap Times Square billboards). Hire a photographer/videographer to capture high-quality content during the placement, then amplify that content across owned digital channels (social media, email, speaking opportunities) to your actual audience rather than relying on the physical medium's reach. This creates a perception of scale and legitimacy without the enterprise-level budget. (Source: Udi Ledergor, Episode #237)

Generate Attention Through Scrappy, Low-Cost Creative Plays

Instead of spending hundreds of thousands on traditional outdoor advertising, identify small, high-visibility placements and amplify them through owned channels. Examples: securing a single digital billboard near a high-traffic event (e.g., outside the Super Bowl venue), hiring someone to post album-release-style posters in three strategic locations for under $10k, or buying a one-hour time slot on a Times Square billboard. Execute the physical play, document it, then distribute the content across LinkedIn or other owned channels to multiply reach and impact. (Source: Dave Gerhardt, Episode #316)

Video Creative

Define Your Video Concept and Hook Before Thinking About Production

Before considering cameras, editing software, or production methods, first define what your video series or content is actually about. Identify the hook, angle, niche, and core concept—write it down in one sentence. If you can't articulate the hook in one sentence, the concept isn't ready. Only after you have a clear concept should you think about production tools and methods. This ensures you're solving the creative problem before the technical one. (Source: Dave Gerhardt, Episode #279)

Prioritize Hook and Storytelling Over Production Quality for Video Engagement

Video success is determined primarily by the hook, angle, and storytelling—not production quality or editing. A simple, authentic video with a strong hook will outperform a highly polished video with weak messaging. Focus your effort on the creative concept and narrative before worrying about cameras, lighting, or editing. (Source: Dave Gerhardt, Episode #279)

(Note: Whether production quality matters for video performance is contested — see Where Experts Disagree.)

Design Video Hooks for the First 2 Seconds Using Visual Action or Text

The first 2 seconds of a video are critical for stopping scrollers. Use either a visual hook (e.g., a striking action like cutting fruit with an axe, or an unexpected visual element) or a text-based hook (e.g., a provocative question or statement). Test both approaches to see what stops your audience. (Source: Tim Davidson, Episode #127)

Add Text Overlay Thumbnails to LinkedIn Videos for Hook and Brand Recognition

Create a consistent visual identity for your LinkedIn videos by adding a text overlay at the start (first 2 seconds) with a title or hook. Use a consistent color scheme (e.g., green background with white text) so viewers immediately recognize your content. The text overlay serves as both a hook to stop scrolling and a branding element. (Source: Tim Davidson, Episode #127)

Use Unexpected Settings and Authenticity to Break Pattern Interruption in Video

Film videos in non-traditional settings (e.g., outdoors, while walking through a town, in casual clothing) rather than at a desk with a polished background. This creates pattern interruption because viewers are conditioned to ignore typical B2B video setups. Authenticity and conversational tone matter more than production quality—if the video feels genuine and fun to you, viewers will sense that and engage more. Stiff, overproduced videos kill reach. (Source: Connor Lewis, Episode #240)

Discover Video Content Formats by Observing What You Consume on Other Platforms

When you're running out of ideas for content, study what you're watching on other platforms (e.g., TikTok, YouTube) and identify formats that resonate with you. Then adapt those formats to your niche and platform. Test multiple formats and double down on whichever gets the most traction. (Source: Tim Davidson, Episode #127)

AI Tools in Creative Strategy

Use AI to Accelerate Creative Ideation and Reduce Pitch/Mockup Time

Instead of spending weeks creating mockups and pitch decks to sell creative ideas internally, use AI tools to generate rough versions of your concept on day one. This shifts the creative process from "sell the idea first, then execute" to "start creating immediately and iterate." The ability to show rough AI-generated versions of your vision reduces the need for extensive pre-production presentations and allows creative teams to move faster from concept to final execution. (Source: Vicente, Episode #345)

(Note: Whether to use AI outputs as starting points or eliminate them to force originality is contested — see Where Experts Disagree.)

Use ChatGPT Projects to Organize Strategy Documents and Generate Campaign Ideas at Scale

Set up a ChatGPT Project (or custom GPT) by uploading foundational strategy documents: manifesto, category entry points, jobs-to-be-done, top blog posts, positioning document, brand personality guidelines, and behavioral psychology principles. Write custom instructions that tell the AI to generate new campaign ideas by connecting dots across these files, maintaining your brand voice and tone. Use this project as a repeatable system: feed in new inputs (sales call transcripts, LinkedIn posts, podcast transcripts, presentation decks) and prompt the AI to generate campaign hooks, ad ideas, email series outlines, and content repurposing ideas. (Source: Pranav Piyush, Episode #285)

Repurpose Executive Content into New Campaign Formats Using AI

Feed existing executive content—podcast transcripts, presentation decks, blog posts, event talks—into your ChatGPT Project and prompt it to generate new campaign assets in different formats. For example, upload a podcast transcript and ask the AI to create a white paper outline, LinkedIn carousel ideas, email series, or ad hooks based on the content. Repeat this process whenever new content is created to maintain a steady stream of repurposed campaign ideas. (Source: Pranav Piyush, Episode #285)

Use Analogies and Lateral Thinking to Make Complex Product Concepts Accessible

When explaining complex or technical product concepts, use analogies from familiar domains to make them relatable. Prompt ChatGPT to generate these analogies by asking it to connect your product concept with a personal interest or familiar domain. The resulting creative ideas are more distinctive because they blend your personal interests with your business logic. (Source: Pranav Piyush, Episode #285)

Use AI to Generate Multiple Script and Messaging Variations for Testing

Use AI tools like ChatGPT and Perplexity to brainstorm and generate different angles, hooks, and messaging variations for your video scripts. Test these variations to see which angles resonate most with your audience before committing to production. This allows you to identify the strongest creative direction before investing in video creation. (Source: Holly Xiao, Episode #279)

Use AI to Eliminate Obvious Ideas During Ideation

In brainstorming sessions, ask AI (e.g., ChatGPT) to generate the top 10 ideas for a project, then remove all of those ideas from consideration. Since AI generates averages of existing best practices, its suggestions represent the most obvious, consensus-driven ideas that competitors are likely already executing. By eliminating these, teams force themselves to generate truly original ideas that stand out. (Source: Udi Ledergor, Episode #237)

(Note: This directly contradicts the "use AI as a starting point" approach — see Where Experts Disagree.)

Use AI to Translate Visual Design Preferences into Language

If you have strong creative opinions but don't speak the language of design (padding, vectors, typography, etc.), use ChatGPT to bridge the gap. Collect examples of designs or aesthetics you like, put them in ChatGPT, and ask it to describe the similarities and what makes them work. This helps you develop a shared vocabulary with designers and sound more credible when discussing creative direction. Dave Gerhardt repeated this recommendation across Episodes #257 and #155. (Source: Dave Gerhardt, Episodes #257 and #155)

Create Animated Brand Characters Using AI Tools

Convert a 2D brand mascot or character into a 3D animated asset using Meshy (AI 3D rendering tool) and VEO 3 (Google's video generation model). Upload the original character image to Meshy, generate 3D renderings, take screenshots from multiple angles, then upload those screenshots to VEO 3 with prompts to animate the character in specific ways (waving, dancing, cheering, etc.). Remove backgrounds and integrate the resulting video clips into marketing assets, landing pages, and ads. This workflow eliminates the need for professional animators and reduces animation time from weeks to minutes. (Source: Jake Heap, Episode #278)

Campaign Ideation and Brainstorming

Structure Campaign Brainstorming with Upfront Guardrails

Avoid spontaneous brainstorming meetings. Instead: (1) Define guardrails upfront—deadline, budget, look/feel, what good/bad looks like, relevant examples; (2) Create a brief with 3–5 reference examples of what you like and why; (3) Let the brief marinate for a day or two rather than expecting ideas in real-time; (4) Use time-blocking (e.g., 1–2 hour focused blocks) to execute on ideas after they've had time to develop; (5) Be willing to generate bad ideas first to get the flow going. Deadlines and constraints force better decisions than open-ended creative freedom. (Source: Dave Gerhardt, Episode #214)

Find and Study Existing Examples Before Writing from Scratch

Before writing a landing page, email, or any marketing asset, find 1–3 existing examples of similar work that you think are good. Study their structure, layout, and approach. Use these as inspiration and reference points. This is faster than trying to create something completely original, and it leverages the fact that most good ideas have been done before in some form. (Source: Dave Gerhardt, Episode #314)

Generate and Present Ideas Proactively Without Waiting for a Brief

Don't wait for leadership to ask you to do the work. If you see an opportunity to tell a better story, do the work yourself, then present it to leadership as a finished artifact rather than a proposal. If they like it, great. If not, move on. Example: when working with Ramp, Harry Dry didn't wait for a brief—he met Calvin, wrote the story, texted the founder, and it went live in hours. (Source: Harry Dry, Episode #303)

Take Ownership of Your Ideas and Protect Them from Committee Dilution

Good copy dies when too many people give feedback and sand it down. To protect your ideas, do the work first and present it as a finished artifact rather than a proposal seeking input. When you have conviction in an idea, present it with confidence and be prepared to defend it. The best approach: do the work, present it boldly, and if it fails, own the failure. (Source: Harry Dry, Episode #303)

Creative Production and Workflow

Tiered Creative Production Strategy Across Funnel Stages

Develop creative assets at three production levels (low/iPhone, medium, high-production) and assign them strategically to different funnel stages: awareness, consideration, and purchase. Test low-production and high-production creative against each other within the same funnel stage to identify which performs better on metrics like CPM, completion rate, and engagement rate. Use results to optimize both creative approach and media spend allocation. (Source: Ryan Narod, Episode #330)

Invest Significantly in Creative Production for Multi-Channel Surround Sound Campaigns

When executing a surround sound strategy across multiple channels, allocate budget for professional creative development (e.g., $35K for 4 videos). Test creative on organic channels first to validate performance before deploying to paid. High-performing creative (30%+ view-through rate on YouTube for B2B) justifies the upfront investment and drives better results across all channels. (Source: Kelly Arndt, Episode #341)

(Note: Whether to invest heavily in production quality or prioritize hook and authenticity is contested — see Where Experts Disagree.)

Systematize Repetitive Creative Work with Templates and Asset Libraries

Replace ad-hoc design requests for repetitive work (social graphics, email headers, etc.) with self-service systems: design templates, photography repositories, and easy-to-use tools like Canva. This eliminates the bottleneck of waiting for designers to create routine assets and frees designers from uninspiring work. Marketers can update headlines and swap images in templates in minutes rather than submitting briefs and waiting in queues. (Source: Dmitry Shamis, Episode #238)

Establish a Workflow Where Brand/PMM Defines Strategy and Creative Executes the Vision

Create a clear workflow where the brand and product marketing team defines the audience, key stories, and campaign strategy, then briefs the creative team on the desired outcome. The creative team then proposes how to bring that strategy to life through creative concepts and activations. This separates strategic thinking from execution and allows creative to focus on bringing strategy to life rather than defining strategy. (Source: Shane Murphy, Episode #173)

Organize Creative as a Centralized Resource Supporting All Marketing Functions

Structure the creative team (video, motion, design, copy, web) as a central resource that reports to a single creative director and supports all marketing functions (brand, product marketing, growth, etc.) rather than embedding creative talent within individual teams. This ensures consistency, prevents siloing, and allows creative to be allocated flexibly across priorities. (Source: Shane Murphy, Episode #173)

Structure Demand Gen and Creative Teams to Collaborate on Messaging Iteration

Position demand gen as the team that operates distribution levers (ad spend, targeting, conversion rate optimization) but not as the sole owner of creative success. Create a feedback loop where demand gen identifies creative wear-out or performance plateaus and escalates to product marketing and creative teams for new messaging and visual treatments. Demand gen provides the performance data; creative and PMM provide the insights and new concepts. (Source: Brian Kotlyar, Episode #118)

Design Principles and Feedback

Evaluate Design Based on Whether It Amplifies Your Message and Enables Action

Every design element (colors, images, backgrounds, layout, animations, tabs, carousels) should serve two purposes: (1) amplify your core message, and (2) help people take the next step. Avoid adding design elements because they look modern, competitors use them, or they're visually flashy. Remove design fluff that makes the page redundant or confusing. (Source: Talia Wolf, Episode #231)

Ensure Visual Elements Support and Clarify Copy Rather Than Duplicate or Distract

Avoid repeating the same visual twice. Use visuals strategically to support the messaging hierarchy. GIFs and animations should add value; if they don't clarify or enhance understanding, remove them. Design should bring copy to life, not overwhelm it. (Source: Lee Reshef, Episode #220)

Use Mood Boards to Establish Creative Risk Boundaries

Early in brand development, present mood boards and reference imagery to the client to establish the outer boundaries of creative risk tolerance. Specifically, identify the maximum level of boldness/creativity the client is comfortable with, and the minimum level of blandness they want to avoid. This creates a clear parameter range that guides the creative team and prevents late-stage rejections of work that falls outside the client's actual comfort zone. (Source: Eli Rubel, Episode #153)

Give Specific, Actionable Feedback on Creative Work, Not Just Reactions

When reviewing creative work, avoid vague negative reactions (e.g., "I hate this"). Instead, identify the specific element you dislike and explain why. For example, instead of "this is so far off," say "I don't like the blue because blue reminds me of Salesforce, which feels corporate." This specificity helps the creative team understand your actual preference versus just the surface reaction. Over-communicate details and reasoning to accelerate iteration and improve the final output. (Source: Eli Rubel, Episode #153)

Presell Creative Concepts by Framing Them Within Brand Story and Strategy

When presenting creative work (design, website, visual identity) to internal stakeholders, don't lead with the visuals alone. First, tell the brand story and strategic rationale that informed the creative. Show how the design solves a specific problem or embodies a key insight about the company. Use narrative structure (setup, conflict, resolution) to build context and buy-in before revealing the visual execution. (Source: Dave Gerhardt, Episode #153)

Establish a Collaborative Copy-and-Design Process with Shared Objectives

Rather than writing copy first and handing to design (or vice versa), establish a collaborative process where copywriter and designer work together from the start. The copywriter should lead with research and a hypothesis about page structure and information priority, share this with the designer early, get feedback on visual approaches, and iterate together. This prevents siloed work where copy and design work at cross-purposes, and allows visuals to do work that would otherwise require additional copy. (Source: Will Hoekenga, Episode #181)

Hire Designers Based on Curiosity and Outside Interests, Not Just Portfolio

When hiring designers, prioritize curiosity—what they think about outside of work, what content they consume, what they find aesthetically compelling—over portfolio depth or years of B2B experience. A designer with 1,000 B2B websites in their portfolio may produce nothing fresh or innovative. Seek designers who are inspired by work outside the B2B space and can bring novel perspectives. Assess this by asking what they're curious about and what motivates them creatively, not just whether they love your brand. (Source: Dmitry Shamis, Episode #238)

Influencer and Creator Creative

Give Creators a Seat at the Table in Campaign Architecture

Apply B2C influencer best practices to B2B by giving creators a seat at the table in campaign architecture rather than handing them a script. Let creators shape the narrative, lean into their authentic voice and humor, and co-create the campaign. This approach makes content feel alive and authentic rather than like a forced ad. (Source: Brianna Doe, Episode #305)

Build Campaign Briefs as Strategic Guardrails, Not Scripts

Create campaign briefs that establish boundaries and strategic direction without locking creators into rigid scripts. The brief should clarify: how you want them to show up online, what you don't want them to say, what they may not know about your brand, and what they want to highlight in their content. The goal is to give creators enough structure to understand where they have leeway while allowing them to authentically integrate their voice. (Source: Brianna Doe, Episode #305)

Use Representative and Diverse Creators in Campaigns for Higher Sales Impact

Campaigns featuring creators that represent the diversity of your target audience consistently outperform homogeneous campaigns. Research by Deloitte found representative campaigns see 16% higher sales across the board. Rather than defaulting to the same well-known voices, invest time understanding who your audience is, how they represent themselves, and how they want to be represented. Then intentionally select creators that reflect that diversity. This is not just a DEI initiative—it directly ties to business outcomes. (Source: Brianna Doe, Episode #305)

Avoid Defaulting to the Same Well-Known Influencers; Seek Diverse Voices

Before finalizing your creator shortlist, map your target audience demographics and check whether your shortlist reflects that distribution. If all candidates share the same background or audience segment, expand the search before proceeding. Defaulting to the same 10 well-known influencers limits your reach and relevance, and prevents your strategy from becoming an echo chamber. (Source: Brianna Doe, Episode #305)

Prioritize Creative Execution and Offer Design Over Campaign Measurement

When working with influencers, focus first on creating compelling creative and a clear offer that works within the platform's constraints (e.g., LinkedIn discourages external links). Design the creative so it drives action without relying on tracked links. The call-to-action should be embedded in the video or copy (e.g., "Sign up for free at capsule.video"), not in a UTM-tracked link. Measurement follows naturally from strong creative—you'll see signup spikes and engagement metrics that validate the campaign. (Source: Dave Gerhardt, Episode #162)

ABM and Personalized Creative

One-to-One ABM Creative: Mix of Personalized and Logo-Based Messaging

For each account in your quarterly target list, create multiple creative variations that blend highly personalized messaging with one-to-many messaging that includes the target account's logo. This approach scales personalization without requiring fully custom creative for every account. Execution is manual (Canva, campaign tools) but templated and assembly-line driven to maintain efficiency across 500+ accounts per quarter. (Source: Trinity Nguyen, Episode #219)

Instagram and Social Feed Creative

Use Authentic, People-Focused Photos on Instagram Feed

Feed photos should be real, smartphone-quality photos (not heavily edited DSLR shots) that feature people, as people connect with people. Avoid stock photos, memes, and text-heavy infographics. Keep text on the image minimal (1–3 words max) and place detailed messaging in captions instead. Photos should showcase who your business is and what you do in an authentic, relatable way. (Source: Jenn Herman, Episode #168)