B2B is known for creative that is literally the worst.  Stunning pictures of Digital E-Books, that you can be so lucky to have if you would just provide your business email address.

B2B companies will spend hundreds of thousands of dollars on a few pieces of creative that simply don't get your message across, drive crappy MQLs and don't make an impact.

Here are 3 takeaways for better b2b creative.

1) Every good story has a hero.  Build a hero into your story and show off how they win.
2) B2B buyers are people.  People buy with emotions & justify with logic.  Your messaging should first trigger an emotional response, then you can support with data.
3) Fail Fast + Test & Learn.  Hard truth in this is that you need to invest more in creative.  Don't be afraid to pull back media dollars to invest more in creative.