B2B companies are finding increased demand for creativity, with advertising agencies taking the lead in fostering expansion with their B2B clientele.
In the midst of the Covid-19 pandemic, entrepreneur Jonathan Black, the managing director of creative agency Colossus, never envisioned diving into the B2B world. But that's exactly what happened when he established Colossus in 2020.
Originally working with consumer brands like Jack Daniel's and Best Buy, Colossus took a audacious step when they pitched to Athenahealth, a prominent cloud-based health care services provider. Marketing in Athenahealth's sector was predictable and dry, and Colossus aimed to strike a chord with buyers who were more than just numbers on a spreadsheet - people with beating hearts and emotions to stir.
Their fresh perspective and compelling pitch bagged them Athenahealth's business, wrestling it from incumbent MullenLowe. Athenahealth's former CMO, Simon Mouyal, was so impressed that he recommended Colossus to ZoomInfo's CMO, Bryan Law.
Results from Integrate's April 2023 "State of B2B Marketing" research revealed that 40% of participants experienced challenges due to head count cuts.
Given Colossus's knack for merging AI-driven design with human creativity, their innovative strategies could revolutionize marketing efforts in the healthcare sector. As technology continues to play a pivotal role in this industry, an agency like Colossus, with its blend of human ingenuity and AI, might bring a much-needed edge to healthcare marketing.
Intriguingly, Colossus's merger with A&Co might amplify their design prowess, allowing for more intricate and customized marketing strategies across various sectors, including healthcare. Their approach is centred around personalized, high-touch interactions - even in technological realms like healthcare that can sometimes feel impersonal.
Still, the specifics of Colossus's approach to marketing in the healthcare sector, particularly with Athenahealth, remain somewhat unclear. To fully grasp their strategy, additional details or case studies are needed. Nonetheless, Colossus's unique blend of technology and human emotion-driven creativity is a promising start.
In the evolving landscape of healthcare marketing, Colossus's strategic alliance with A&Co could potentially leverage technology to deliver personalized, high-touch interactions, setting a new standard in the industry. This unique blend of technology and human creativity in marketing, especially in the healthcare sector, presents an opportunity to revolutionize business strategies.
