Insight
The new spark for B2B: Energising from within
B2B has come a long way – but the most important shift is now inside your own organisation. We’re sending out a rallying cry for B2B marketers ready to lead from within, smash the status quo, and spark bold, joyful change where it matters most.
From rebels to architects.
Ten years ago, we came in loud. Emotion beats logic. Story beats specs. Creativity wins. Back then, B2B was lifeless. Functional. Soulless. We lit the spark and called it Humanizing B2B. We even wrote a best-selling business book about it.
We proved that emotion moves markets. That storytelling isn’t fluff, it’s firepower. We helped brands feel again. And for marketers, we made belief possible. That was the first contest. And we won it.
Today, the evidence is undeniable. IPA, LinkedIn, effectiveness data - all saying the same thing: Emotion and creativity work. Big time. Marketers get it. The community gets it. Customers get it. But the message stalled where it matters most.
The resistance within.
Inside most B2B orgs, there’s a magnetic pull back to the rational. Product-first. Safe. Measured. Creativity is still seen as risky. Optional. Senior leaders default to metrics, not meaning. Pride is replaced by pipeline. Brand ambition buried under sales enablement decks. CMOs come ready to fight with brand and belief - and hit a wall of indifference.
This is the real challenge. The deeper issue is inside the business. Inside leadership teams. Inside culture. Inside outdated views of what marketing’s for. This is no longer just a creative challenge - it’s a leadership one.
A new model for the opportunity ahead.
At Rooster Punk, we’ve evolved for this new era. We’ve built the B.A.D Model - Brand, Authority, Demand - to help marketing leaders earn trust, build influence and drive change from the inside out.
And we deliver that through three growth engines:
- Business Growth – Brand, Thought leadership and Campaigns with commercial bite.
- Cultural Growth – Giving employees voice, purpose, and pride.
- Personal Growth – Elevating leaders to be visible and valued.
Together, it’s not just marketing. It’s movement.
Designing for joy.
Because the ultimate goal isn’t just growth - it’s joy. Joy in doing work that matters. Joy in shifting minds and unlocking belief. Joy in building brands that energise and perform. No more rinse-repeat. No more bravery followed by retreat.
This is the future of B2B: Bold. Emotional. Human. Inside and out.
Join the revolution.
We’ve made B2B feel again. Now it’s time to make it believe. This isn’t just a new model: it’s a mandate. To stop asking for permission. To stop waiting for the business to catch up. To lead it there.
If you’re done cycling between creative highs and compromise lows. If you believe brand should drive the business, not follow it. If you want to build work that actually means something - then you’re one of us.
We’re not just here to play the game, we’re here to change it.
If our story speaks to your head and your heart. If you believe B2B can be bold, human, and joyful again, then come and join us on the journey.