Picture the scene. You’re finalising an idea for a new campaign. It’s bold, it’s challenging, it's on brief and it's going to get a reaction. But you start questioning yourself, doubting if you're doing the right thing. And then you start feeling that all too familiar pull towards playing it safe. You tweak a headline here, mute a colour there, and before you know it, you've beige-ified the whole thing into wallpaper.
It happens all too often. So much so, in fact, that there’s a name for it. FOMU - Fear of Messing Up. And in B2B marketing, it’s all too common. But the funny thing is, for years brands have known that being creative (or interesting) matters to engagement and sales. It’s what makes brands stand out and get the results they’re looking for. And with over 77% of B2B marketers now saying they’re focusing on bolder creative, because it boosts engagement and conversion, it looks like FOMU is finally being overcome.
So, how can you and your B2B marketing agency quiet those doubts and let your creativity shine (and secure new business)?
It happens all too often. So much so, in fact, that there’s a name for it. FOMU - Fear of Messing Up. And in B2B marketing, it’s all too common. But the funny thing is, for years brands have known that being creative (or interesting) matters to engagement and sales. It’s what makes brands stand out and get the results they’re looking for. And with over 77% of B2B marketers now saying they’re focusing on bolder creative, because it boosts engagement and conversion, it looks like FOMU is finally being overcome.
So, how can you and your B2B marketing agency quiet those doubts and let your creativity shine (and secure new business)?
Why B2B marketers get stuck
As B2B marketers, we’re often stuck between needing to prove ROI and the fear of being out of the ‘safe zone.’ That push-pull creates a default setting, where every idea is based on what might have worked in the past. Or even what looks like something that might work, rather than something that will.As a B2B marketing agency, we've debated this at length, along with what best practice in our sector really looks like. It can feel uncomfortable doing something new, but it's unlikely that you'll find growth, sales and performance in your safe zone. The problem isn’t that marketers fear creativity, it’s that we often default to what feels proven and stay inside those boundaries. Suddenly, a sharp idea becomes a softer version. It’s not necessarily bad marketing, but it becomes forgettable. And with the CIM reporting nearly half of B2B buyers think the marketing they see is boring, the issue becomes hard to ignore. Brands have developed this strange paradox where we know buyers find generic campaigns boring, and marketers know that bolder creative performs better, but somehow boring feels safer (despite the opposite being true in terms of ROI).
Instead of asking 'what could go wrong' with a bold idea, start thinking about 'what could go right'. I think we all need to be a bit more FOMO than FOMU.
Breaking the FOMU cycle
As B2B marketers, it's time we shifted our way of thinking. It's easy to get caught up in what success looks like, so that we don’t see the possibilities that are right in front of us. When we let go of perfection, and start to see experiments as opportunities, fear starts to shrink. Not every idea has to be a big budget launch. Small, low-risk tests can give you the confidence (not to mention the evidence) you need to push your thinking further next time.We often talk about business leaders having a ‘growth mindset’ and this should also apply to the way we choose creative. When we treat challenges and setbacks as learning opportunities (and see 'failure' as part of the process, not the outcome) we gain the distance to see things more objectively.
Tackling FOMU is about more than just addressing processes though, and often comes down to culture. If your team feel like they're betting the house on every idea, then self-preservation will take over. Creativity flourishes where people feel supported, so we need to reward courage and share lessons openly when they’re needed. When that kind of environment exists you can really see the benefits of Powerful Creative Thinking.
Chris Banner
Creative Director
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There's no such thing as playing it safe
Taking the safe route creatively is actually pretty risky. It's less likely to work and more likely to be ignored. It's expensive too, as brands often end up chasing results by plugging the gaps in creativity with extra media spend.As a B2B marketing agency that believes in Powerful Creative Thinking, we’re committed to pushing boundaries and creating work that ignites our clients' imaginations and excites their audiences. So, whether you've got FOMU or FOMO, we'd love to talk to you: hello@uppb2b.co.uk.
