Vector's CMO Shares Insights on Creativity | Jess Cook

Why do B2B brands feel beige while B2C gets to have all the fun?

Most B2B marketing still looks and sounds the same.

Same features.
Same ads.
Same “ultimate guides.”
Same cold emails rotting in inboxes.

Meanwhile, B2C marketers are out there building brands people actually like and remember - using simple stories, strong personalities, and one clear thing they stand for.

In this episode of the B2B Show, I sit down with Vector Head of Marketing Jess Cook to break down how B2B teams can steal the best parts of B2C and stop shipping boring content.

Jess shares how she builds brands around “one word” positioning, finds universal truths that hit people in the gut, and turns tiny content tests into full campaigns that drive pipeline.

We get into signal-driven ads, founder-led content powered by AI, programmatic SEO that still works in 2025, and why being different beats being “better” in crowded categories.

If you care about content, creativity, and standing out without burning the whole budget on gimmicks, this one is for you.

🎬 Here’s what we cover:

B2B vs B2C creativity - why most B2B feels boring and what to copy from consumer brands.

Brand personality & “one word” positioning - how to decide what you stand for and repeat it a hundred ways.

Universal truths in your market - finding those “everyone feels this but no one says it” insights and building campaigns around them.

Story over features - how to make people like you first, before you ever pitch the product.

Minimum viable content - testing ideas with the smallest possible asset before you waste time on a big production.

The breakup letter campaign - how a simple joke about VDI turned into a top performing video.

Real feedback loops - what Jess actually watches to know if a concept is working, beyond vanity metrics.

Vector’s big bets for 2025 - small events, narrative focus, email, and founder social as core growth engines.

Signal driven ad audiences - using intent and behavior to build smarter ad audiences instead of blasting more cold outbound.

Founder led content with AI - the system Jess uses to turn 30 minute conversations into months of LinkedIn posts.

Programmatic SEO that still works - how Vector is ranking and driving pipeline while everyone tweets “SEO is dead.”

Long term attention - why “different” beats “better” and how to become a magnet for the right buyers.

- - - - - - -

Connect with Jess & Ugi:
Jess: linkedin.com/in/jesscook
Ugi: linkedin.com/in/ugljesadj

B2B Vault has an extensive background infrastructure that allows us to monitor 300+ experts and marketing websites every single week, and deliver our subscribers only THE BEST marketing insights published during the previous week.

It's like having your own VA who feeds you with unique insights and secret knowledge from other experts, every single week.

And if you’re not already subscribed to the B2B Vault newsletter, you should be!

Every Monday we send the sharpest B2B reads so you start the week one step ahead, not playing catch-up.
https://www.theb2bvault.com/newsletter

Click here to watch a video of this episode.