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B2B is the poor cousin to B2C.

Lacking in the kind of cutting edge creativity that generates Lions as well as leads. For the real story, you have to look at our B2C friends over the fence.

Not anymore!

The past few years have seen a shift not just in the level, scale and quality of creative marketing by B2B brands and agencies, but in the type of business that sees a need for B2B marketing skills and knowledge, and in the scope of the work we collectively do.

At Octopus Group, we know what it feels like to have our work and our business supercharged. So here’s what we make of it, and how we see the next few years of B2B marketing shaking out.