Creative Ideas for Lead Generation: Can B2B Marketing Make Us Feel Something?
This year’s Upfronts made one thing clear: digital platforms aren’t just selling space—they’re selling experiences. From immersive video formats to emotionally charged storytelling, the emphasis was on capturing attention in more human, memorable ways.
This year’s Upfronts made one thing clear: digital platforms aren’t just selling space—they’re selling experiences. From immersive video formats to emotionally charged storytelling, the emphasis was on capturing attention in more human, memorable ways.
While these showcases are typically geared toward consumer advertisers, B2B marketers should be paying attention. Because what’s changing in the consumer space inevitably reshapes expectations everywhere else.
Too often, B2B lead generation defaults to the functional—gated PDFs, generic nurture streams, transactional outreach. But behind every B2B decision is a person, and people are moved by relevance, emotion, and narrative. Performance goals, internal politics, career growth—these are just as influential as product specs or budget alignment. Here are five creative approaches to lead generation that recognize that reality—and lean into it.
1. Turn Insights into Experiences
Forget the gated whitepaper for a moment. What if the insight was the experience? Create interactive tools, decision simulators, or diagnostic quizzes that help your audience understand their own pain points more clearly—while showing how you can solve them.
Example: Instead of a static case study, build a guided digital walkthrough where users can “choose their path” based on their industry or role, surfacing content that mirrors their decision-making journey. Check out our other related article on Building a Personalized Learning Pathway
2. Use Video as a Personal Touchpoint
Video doesn’t need to be high-production to be high-impact. A well-scripted explainer, a short point-of-view clip, or even a stitched-together montage from your team can humanize complex solutions. Especially in B2B, where products can be abstract, video can bridge the comprehension gap.
Pro tip: Embed short, context-rich videos into your email nurture streams and website—less pitch, more perspective. Let your people be the differentiator.
3. Make Data Emotional
Data may be rational, but it can tell a deeply emotional story when framed right. Don’t just show what your product or service does—show what your customer gains, avoids, or becomes by using it.
Example: Use “before and after” visual storytelling to contrast a day in the life of a customer with and without your solution. Hint at the stress relieved, time reclaimed, or trust earned. Pair you "before and after" visual story with an ROI calculator to show quantitative impact as well as emotional.
4. Host Purpose-Built Micro-Events
Webinars are ubiquitous—but micro-events with a specific point of view can generate far more interest. Host 25-minute roundtables around provocative industry questions, with real voices and strong moderation. Capture the content, distribute highlights, and watch the long tail work for you.
Bonus: Invite prospects to shape the next discussion topic, giving them a stake in the content—and a reason to come back.
5. Send Signals, Not Just Messages
Lead generation doesn’t always start with a form. It often starts with a signal. A re-engaged prospect. A visitor returning to your pricing page. A piece of content bookmarked. Get smarter about interpreting these behaviors and triggering thoughtful follow-ups—whether that’s an ABM email, a direct LinkedIn message, or a perfectly timed remarketing asset.
Idea: Instead of “just checking in,” your next follow-up could say, “You’re not the only one thinking about this. Here’s what others are asking right now.”
Final Thought
Creativity in lead generation isn’t about gimmicks. It’s about designing experiences that make someone feel seen, understood, and motivated to take action. Especially in B2B, where the path to purchase is longer and more layered, those moments of connection can be the difference between a lost lead and a lasting relationship.