Skip to Main Content

B2Bold: The Game!

B2B is (still) boring

If you’ve been following our B2Bold campaign for the last few months, you’ll know that tech buyers are bored of B2B marketing.

B2B businesses are repeatedly falling back on the same handful of tactics, formats, and channels.

In a sea of sameness it’s vital that tech brands make their campaigns standout — even if they’re grounded in traditional tactics.

At Wildfire, some of our best work has had an ebook or a research report at its heart. But what makes these campaigns memorable is the creative elements we wrapped around them.

We’ve launched ebooks with ASMR videos, turned case studies into card games, converted reports into comic books, and even announced research at a funeral.

B2Bold…The Game!

It’s one thing to talk about the need for creative assets and content types, but at Wildfire we like to lead by example. That’s why we’re unveiling our latest campaign to raise awareness for B2B Creativity – B2Bold…The Game!

Yes, we’ve gone 8-bit. Why? Because we can. And because it’s memorable, sharable, and — let’s face it — a good excuse to game at work.

The rules are simple. Help our busy B2B marketer dodge boring content and campaigns, while picking up creative inspiration along the way. Have fun!

Click here to play full screen


The serious bit

Ok, here’s the serious bit. B2B marketing isn’t a game, but there will be winners and losers.

Right now, 48% of B2B buyers say they’re bored by the marketing content they receive, 32% are tired of unhelpful webinars, while 27% think the reports they read are uninspiring and unhelpful.

If you’re going to cut through the noise, you need to start treating these tried and tested tactics as the foundations of something bigger. That means adding a layer of creativity to everything you do.

Whether it’s launching a media stunt, experimenting with new formats, or just introducing more creative visuals, B2B creativity is the key to getting cut through in a crowded market.

Of course, the best creative campaigns come from a team effort. From surrounding yourself with individuals who think creatively, get your tech, and who understand your business’ needs. That’s where we come in.

Want to know more? Check out B2Bold, our guide to why B2B marketing doesn’t have to be boring, or, drop us an email to chat about your next creative campaign.


The case for B2B Creativity

Wildfire Labs Profile Image

Written by

Wildfire Labs

About the Author

Wildfire Labs explores intelligence, insights and trends from the world of tech marketing and PR. Articles and content by Alex Warren, Tim Richardson, Rebecca Quin and Paula Fifield. If you'd like to learn more about any of our trends or our team, contact