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How creative and disruptive business-to-business marketing can increase brand share, grow pipeline value, and improve return on investment

Alexander Jackson

Journal of Digital & Social Media Marketing2026https://doi.org/10.69554/dirn1215article
ABDC C
Weight
0.50

What the paper says

This paper describes the current business-to-business marketing landscape and the ways in which a brand can establish, curate and implement a creative-led, disruptive marketing strategy. It draws on successful real-world examples and considers the potential drawbacks of this approach, providing specific comparisons between enterprise-level businesses and challenger brands. The discussion includes explicit reference to relevant social science theories, with particular emphasis on Hofacker’s information processing model and its effects on consumers encountering creative and disruptive advertising. The paper also reflects on the viability of and challenges associated with measuring the success of this strategic approach. Brands that apply and evaluate the methods outlined in this paper are likely to increase return on investment and gain greater market share. This article is also included in The Business & Management Collection which can be accessed at http://hstalks/business/.

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Cite this paper

https://doi.org/https://doi.org/10.69554/dirn1215

Or copy a formatted citation

@article{alexander2026,
  title        = {{How creative and disruptive business-to-business marketing can increase brand share, grow pipeline value, and improve return on investment}},
  author       = {Alexander Jackson},
  journal      = {Journal of Digital & Social Media Marketing},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.69554/dirn1215},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.