Marketing is a complex beast. It requires real data to guide decisions that are driven by creative minds. Without data, marketing campaigns fail. Without creativity, marketing campaigns fail. So how do you find the balance?


As a business leader, you do develop assumptions about your target audience. B2B marketing campaigns make an assumption about using industry-specific language to communicate effectively. 

Marketing science is about removing those assumptions. The science is aimed at helping marketers to understand how their campaigns are working, how brands expand and how clients choose the B2B providers that they work for.

While doing primary research for the launch of a new product or service is still valid, there is much secondary research available that can help your marketing team to cut costs and time frames, and hone in the purpose of any primary research, such as surveys and test groups.


Segmentation has become an important aspect of any successful campaign. Software that aggregates your data then reports on the findings in ways that are readable and useful will form the basis of any well-planned marketing campaign.

Your raw data is a wealth of vital information. From design personalised email campaigns to understanding how your social media is performing, data really has taken a very prominent position in marketing.


While all the research, data and statistics might be made easily available to your team, there is still an element of the creative that any campaign needs to really capture attention. While some B2B companies might consider that ‘creativity’ is not necessary to their marketing, many other B2B companies which are very successful have made it a focus.

Businesses are run by people. Those people are still influenced by various factors when making decisions, such as company culture and alignment (optics are vital for many B2Bs), trustworthiness and convenience, among many other factors.

A B2B company is like any other. Your site needs to be exceptional, your omnichannel access seamless and your customer services responsive. As a business you have a vision of what that company is, what it stands for and what it means. In today’s climate, that needs to be shared.

Creative minds take your vision and shape it for your clients. Your website communicates who you are through the language and images you choose, down to the palate of your logo. 

While the science of marketing has been influencing the way we walk through supermarkets for years, its influence on online marketing is still be explored. A combination of research, data and creativity is needed to capture the attention of your clients so that the relationship you build feels like a personal encounter.