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Why isn’t there more creativity in B2B marketing?

EPISODE · Nov 24, 2025 · 19 MIN

Why isn’t there more creativity in B2B marketing?

from Conversations with MarTech · host MarTech.org

Are B2B organizations passing up an opportunity to resonate with their prospects and customers because their messages lack creativity? Today, I’m talking to Jacob Sanders, Scott Monty and Ryan Wellman, the creators of ROI: The Musical, to discuss why so many B2B organizations seem to steer away from getting creative in their marketing. Creativity is risky, it’s subjective and it can be terribly difficult to measure. And that’s part of the point behind an endeavor like ROI: The Musical — it would be challenging to measure the ROI of the musical itself. Episode guide1:55: Why make ROI: The Musical in the first place?5:42: Why don’t companies get more creative in their marketing?8:01: Is bureaucracy and personal preference holding back creativity?12:10: What is the future of long-form, creative content?This podcast is produced by MarTech, a Third Door Media property.

What this episode covers

Are B2B organizations passing up an opportunity to resonate with their prospects and customers because their messages lack creativity? Today, I’m talking to Jacob Sanders, Scott Monty and Ryan Wellman, the creators of ROI: The Musical, to discuss why so many B2B organizations seem to steer away from getting creative in their marketing. Creativity is risky, it’s subjective and it can be terribly difficult to measure. And that’s part of the point behind an endeavor like ROI: The M...

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How long is this episode of Conversations with MarTech?

This episode is 19 minutes long.

When was this Conversations with MarTech episode published?

This episode was published on November 24, 2025.

What is this episode about?

Are B2B organizations passing up an opportunity to resonate with their prospects and customers because their messages lack creativity? Today, I’m talking to Jacob Sanders, Scott Monty and Ryan Wellman, the creators of ROI: The Musical, to discuss...

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