Cracking B2B Creativity: The Buyability Levers That Power Successful Campaigns

B2B is a US$20tn category with a creativity problem: we’re just not clear on the emotional levers that drive commercial and brand success. This session will crack that problem, unveiling new research from LinkedIn and WARC unlocking how to be ‘buyable’ in B2B. We’ll outline the buyer-centred messaging that drives commercial impact and provide a creative buyability framework for everyone to use. Joined by Jim Lesser, Chief Brand Officer of ServiceNow, we'll bring the findings to life through creative walkthroughs that blend evidence and insight. You’ll leave this session more able to predict the success of B2B creative, more able to brief confidently and more certain about how to connect buyability, creativity and business growth across marketing’s fastest-growing categories.