Surekha Ragavan
Oct 4, 2019

B2B marketing shouldn’t be safe and predictable: Shutterstock CMO

Global CMO Lou Weiss on the why creativity shouldn’t be lost on B2B marketers.

Shutterstock's newer customers are prioritising diverse images that showcase people of all abilities

“When I look at a lot of B2B marketing, it’s very rational,” says Lou Weiss, global CMO at Shutterstock.

Weiss has been a marketer for just under 30 years, and he says that people tend to justify decisions rationally but often make decisions emotionally. And contrary to popular belief, this also applies to B2B audiences, who brands often wrongfully associate with marketing that only focus on specs, price, and function, appealing only to the logical...

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