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The state of creativity in B2B: How do marketers define and measure creativity, and what role does it play in driving business success?

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In partnership with Torpedo, we surveyed 179 B2B marketers about the state of creativity and interviewed four senior marketers with expert knowledge of creativity in B2B.

Have martech, marketing automation and analytics all become the main focus areas for marketers, leaving creativity out to dry? In fact, what role does creativity play in driving business success?

In partnership with Torpedo, we surveyed 179 B2B marketers about the state of creativity and interviewed four senior marketers with expert knowledge of creativity in B2B.

B2B Marketing Awards Winners Report 2025
  • ABM & demand generation, Brand, Channel partnership, Content, Creative & Campaigns, Customer experience [CX], Data and Insights, Marketing operations and technology [MarTech], People, Teams and Skills, Strategy and Evolution

B2B Marketing Awards Winners Report 2025: Blueprint for Commercial Success

  • ABM & demand generation, Brand, Channel partnership, Content, Creative & Campaigns, Customer experience [CX], Data and Insights, Marketing operations and technology [MarTech], People, Teams and Skills, Strategy and Evolution

The B2B Marketing Awards Winners Report 2025 is the definitive showcase of the most effective, commercially impactful and creatively advanced B2B marketing of the past year. It reveals how the industry’s top-performing teams are redefining

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  • Strategy and Evolution

How to tell if you’re a left-brain or right-brain marketer

  • Strategy and Evolution
Knowing if you favour left-brain or right-brain thinking can help you understand your strengths as a B2B marketer.
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  • Strategy and Evolution

Close the Creative Ambition Gap both teams are doomed

  • Strategy and Evolution
Unlock the research and framework every B2B marketer needs to turn bold ideas into commercial impact.

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