Technology News and Headlines

Why Isn’t There More Creativity in B2B Marketing?

Third Door Media’s Head of Content & Media, Mike Pastore, hosts a short interview with Jacob Sanders, creator of “ROI: The Musical,” and cast members Scott Monty and Ryan Wallman to explore why B2B marketers shy away from creative approaches. The discussion highlights that creativity is perceived as risky, hard to quantify, and often stifled by bureaucratic structures and personal preferences within organizations. Participants argue that while measuring ROI on artistic projects is challenging, the lack of long‑form, creative content may be a missed opportunity to engage prospects. The episode outlines key points on the motivations behind the musical, barriers to creativity, and the future outlook for inventive B2B storytelling.