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How creativity is driving our growth

As we wrap up another year at Umault and look forward to the future, it's time to take stock of how we got here and how we'll move forward. For businesses like us, particularly in the B2B sector, this often translates to a deep dive into numbers: revenue, profits, leads, and other metrics that dictate success. 

However, a trend becoming increasingly apparent (at least at our agency) is the pivotal role of creativity in driving growth – a factor that sometimes eludes the confines of conventional mathematics.

Listen to this article’s companion podcast here:

The early days: when the math was linear

When we started in 2019, like any new venture, we were an unknown entity. Our approach to generating leads was straightforward and quantifiable. Investments in directory websites, Google Ads, and similar platforms offered a predictable return. 

The formula was simple: money spent multiplied by the click-through rate and conversion rate equaled the number of leads. This linear equation made sense because, at that stage, our brand was inconsequential to our audience.

The evolution of the brand

As our brand started to gain traction, the predictable linear math began to fall apart. Suddenly, the same investment that yielded a handful of leads was bringing in hundreds. This shift was perplexing and challenging to rationalize within the framework of traditional marketing mathematics.

The reason behind this seismic shift in our marketing efficacy was creativity. As we deployed more creative strategies and built a distinct brand identity, we observed that our brand name itself became a magnet for leads. 

People were searching for us directly, not just the services we offered. 

This recognition meant that the need for conventional advertising methods diminished significantly. Our brand's strength was pulling in leads in a way that was disproportionately larger than the investment made.

The challenge with traditional metrics

As our brand's influence grows, the traditional methods of measuring marketing success are becoming increasingly irrelevant. 

The old playbook, filled with rigid strategies and predictable outcomes, needs to be updated. We find ourselves in a new era where creativity is king, and the rules of the game have changed.

Breaking the math

The phenomenon we're experiencing is what the B2B Institute refers to as 'excess share of voice.' When a business employs creativity effectively, it stands out amidst the white noise of standard marketing practices. 

This differentiation can lead to a disproportionate share of voice in the market. Creativity allows businesses to punch above their weight, breaking the linear relationship between investment and return.

The new marketing paradigm

This shift has led to a dramatic change in how we approach marketing. Our once extensive marketing playbook has been replaced by a spreadsheet of creative ideas. 

We've seen firsthand how a single inspired idea can resonate with prospects and drive unprecedented engagement, shattering the predictable patterns of old.

The call to action: embrace creativity

As we stand at the threshold of a new year, the challenge for businesses is clear: how will you break the math? How will you leverage creativity to transcend traditional marketing metrics and forge a unique growth path? 

The future belongs to those who dare to think differently and those who understand that the usual rules don't apply in the realm of creativity.

The journey from a math-driven marketing approach to one led by creativity is both exhilarating and daunting. 

It requires a leap of faith and a willingness to venture into the unknown. 

But the rewards, as we've discovered, are well worth the risks. As we move forward, let's embrace the power of creativity to redefine success and drive unparalleled growth.

Wishing you a happy holiday and a prosperous New Year. Here's to breaking the math and reshaping the future!





Picture of Guy bauer, founder of umault

Guy has been making commercial videos for over 20 years and is the author of “Death to the Corporate Video: A Modern Approach that Works.” He started the agency in 2010 after a decade of working in TV, film and radio. He’s been losing hair and gaining weight ever since.

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