Does B2B marketing need a different approach?

Has it already evolved? We've certainly seen large tech and consultancy corporations taking a more creative and engaging approach to their communication strategies. But is that the complete story? We still hear B2B clients telling us they need to be professional, and rightly so. But so often this means visually flat and tonally dry. After all, if you work in professional services, isn't it a given that you're professional? And does being professional have to be serious and unengaging? We discuss the issue in our latest VLOG.