B2B marketing lacks creativity compared to B2C marketing. That’s a bit like saying hospital food lacks flavour and presentation compared to a Michelin-starred restaurant; technically true, but also a staggering understatement. Walk into the world of B2C marketing and you’re hit with spectacle. Nike tells you you’re an athlete even if your last sprint was to catch a bus. Apple convinces you a slightly thinner rectangle is a spiritual awakening. Coca-Cola sells you happiness
