So… is B2B Marketing Boring?
Ask any group of marketers if B2B marketing is boring and you’ll get a mix of shrugs, defences, and the occasional groan. Some will argue that their marketing is pushing the boundaries of B2B creativity. Others will just say: “Did you see that LinkedIn ad earlier? Exactly.”
Jam 7’s latest research found that 92% of B2B marketers think their own marketing stands out… but nearly half also said the category as a whole is boring... something isn’t quite adding up.
The Confidence Gap
Marketers clearly want to believe their work is breaking the mould. But when asked to name a recent B2B campaign they genuinely admired, 79% couldn’t name a single one from the past month. And 1 in 5 couldn’t even recall the brand behind the last campaign they saw.
“If your audience can’t remember who ran the campaign, you might as well not run one.”
- Mitchell Feldman, CEO Jam 7
Bold Talk, Safe Choices
The data also suggests that blending in isn’t a mistake. It’s a strategy, albeit an unhelpful one.
- 37% of B2B marketers intentionally match their tone of voice to competitors
- 54% say fear, not budget, is the biggest reason they don’t go bolder
- In the East Midlands, 86% have killed campaigns for being “too bold”
- In Wales, the figure is 80%
- And in Scotland, 57% said they’d rather wrestle an alligator than pitch a bold idea in a meeting
Fear of failure, fear of offending stakeholders, fear of standing out, all of it adds up to marketing that plays it safe and fades into the background.
“If you’re too scared to stand out, don’t be surprised when no one notices you.”
- Jack Hardy, CMO Jam 7
Where This Leaves Us
Is B2B marketing boring?
Depends what you think marketing is for. If it’s about building awareness, driving action, and changing how people think or behave… then yes, forgettable work is a problem.
There’s a split. Some say B2B should be calm, helpful and rational. Others push for emotion, storytelling, and entertainment things B2C brands have used for years.
Neither approach works if no one remembers what you did.
What Needs to Change
Marketers want to do better. 45% said they’d be up for having their brand publicly critiqued. Another 50% said they’d prefer private feedback. That’s 95% open to some honesty as long as it’s useful.
Try Being Roasted
If you’ve ever wondered whether your marketing stands out or just sits there Jam 7 built Jam Tart for exactly that.
It’s an AI critic that doesn’t mince words. It tells you what’s off, what’s working, and how your brand stacks up. No waffle. No ego-stroking.
Whether you’re after a proper roasting or just a bit of quiet clarity, Jam Tart gives you the answer.
Want to Know Where You Stand?
Get a straight answer no fluff at jam7.com/roast-my-marketing.
Want to Know Where Others Stand?
Join our LinkedIn community where industry experts, marketers, and business leaders are sharing their roast results.
🔗 Join the conversation here: CIM Midlands Community
About the Author
Jack Hardy is the Chief Marketing Officer at Jam 7, a Chartered Marketer, and an award winning CIM board member with over a decade of experience in crafting B2B growth strategies across various technology platforms and SaaS providers. At Jam 7, he leads a team of Growth Agents to help B2B tech brands scale with human-led AI powered growth marketing.