SAFE SUCKS: A B2B Marketer’s Guide to Ideas That Refuse to Be Ignored


If you have ever driven to work and realized you’ve forgotten everything about the commute, there’s a scientific rationale why. It’s called “highway hypnosis.” The brain just tunes everything out because there’s nothing new to grab its attention.

Now imagine you’re a B2B buyer sifting through marketing messages. What do you think will happen if your brain doesn’t sense there’s anything new to notice?

Our new paper — Safe Sucks: A B2B Marketer’s Guide to Ideas That Refuse to Be Ignored — implores marketers to ask themselves, “Why would anyone pay attention to this?” It also identifies four marketing traps to avoid which guarantee boring, unnoticed creative:

  • Assuming decision makers are rational
  • Mimicking competitors
  • Executing obligatory tactics
  • Trying to make everyone happy

You’ll find tips on how to steer clear of these traps, and instead find sources of inspiration and motivation. When you’re finished reading, I hope you’ll share it with others who know stand-out, provocative ideas are imperative, but just need the confidence and courage to make them happen.

Download your free digital copy of the paper on our website

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109 N. Main Street
Ste 700
Dayton, Ohio 45402
United States

January 19, 2021

By Kaitlyn Kraus