B2B marketers think they’re bold. The reality? Not so much.
A new survey by growth marketing agency Jam 7 reveals a pretty big disconnect in the B2B world. While nearly all marketers (92%) say their brand stands out from the crowd, 42% admit that B2B marketing is, well… boring. Even more telling — 78% couldn’t name a single B2B campaign they genuinely liked in the past month.
And if that wasn’t worrying enough, one in five couldn’t even remember which brand was behind the last campaign they saw.
So what’s really going on here?
Playing It Safe — On Purpose
The problem isn’t just that B2B marketing is forgettable. According to the survey, many marketers are deliberately choosing to blend in:
- 37% admit they intentionally match their tone of voice to their competitors
- 54% say it’s not budget holding them back — it’s fear
- 22% said they’d rather wrestle an alligator than pitch a bold idea in a meeting. That number jumps to 57% in Scotland
In the East Midlands, 86% of marketers say they’ve killed campaigns for being “too bold.” In Wales, that figure is 80%.
“If your audience can’t even remember who ran the campaign, you might as well not run one,” says Mitchell Feldman, CEO of Jam 7. “This isn’t about money. It’s about guts.”
“One of the worst things your marketing can be is boring,” adds Jack Hardy, Jam 7’s CMO.
Meet “Roast My Marketing”
To shake things up, Jam 7 has launched Roast My Marketing — an AI-powered audit that takes an honest, no-holds-barred look at your brand’s strategy. It reviews your tone of voice, messaging, design, SEO and growth approach — and gives clear, personalised suggestions to help your brand actually get noticed.
The roast is powered by Jam 7’s proprietary Agentic Marketing Platform™ (AMP™), which blends machine-driven insight with hands-on strategy from their human team.
“It didn’t just point out what wasn’t working. It gave us a plan,” said one marketer who used the service. “We rewrote three landing pages in a day.”
The AI Gap
Even though 75% of marketers say they’d trust AI to give them honest feedback, many still haven’t used it. The numbers vary wildly by region. In Scotland, 86% say they’ve used AI to review their messaging — but in Wales and Yorkshire, that drops to just 20%.
“B2B doesn’t need more gimmicks. It needs a reality check,” says Jason Nash, Chief Product Officer at Jam 7. “Roast My Marketing is that wake-up call.”
You can submit your brand for a roast here: jam7.com/roast-my-marketing
About Jam 7
Jam 7 is an award-winning AI growth agency working with ambitious B2B tech brands. The team combines strategic thinking with cutting-edge AI to deliver marketing that actually works — not fluff, not templates, just results.
Their Agentic Marketing Platform™ powers everything from brand audits to content strategy and scalable campaigns, all guided by real people with real experience.
For more information, visit www.jam7.com