The Future of B2B Is Bold, Not Boring with Kyle Lacy of Jellyfish

The biggest mistake B2B marketers make today is prioritizing metrics over creativity. Brands that play it safe and shy away from bold risks are destined to fade into the background. In this episode, we are joined by Kyle Lacy, CMO of Jellyfish, as he shares actionable insights on how to pair creativity with strategic alignment to drive both brand resonance and measurable success. Kyle also explores the pitfalls of ROI-driven brainstorming and why bold bets like “Cards Against Engineering” create lasting impressions. Kyle also discusses the evolving role of B2B marketers, revealing how storytelling, good taste, and daring choices are critical to standing out in a crowded market.We also discuss:- Why creativity without risk is just noise—and how to take meaningful risks.- How to balance demand generation with brand-building initiatives.- Why traditional metrics need to be rethought to reduce stifled innovation.- The role of storytelling in winning hearts, minds, and market share.

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