---
title: "Not So Sexy Marketing: Creative Campaigns for Complex Products"
description: Coming up with creative campaigns can be a tough job when you’ve got a product that’s not only complex but “boring” as well. In Hubspot’s INBOUND18 session, Not so Sexy Marketing, by Patrika Alis, this is exactly the problem she’s helping us solve.
---

[Blog - Digital Marketing Agency, Niswey ](https://www.niswey.com/blog)

# [Not So Sexy Marketing: Creative Campaigns for Complex Products](https://www.niswey.com/blog/not-so-sexy-marketing-building-creative-campaigns-for-complex-products)

 Written by [Daizy Jain](https://www.niswey.com/blog/author/daizy-jain) | Sep 10, 2018 11:40:27 AM

Coming up with creative campaigns can be a tough job when you’ve got a product that’s not only complex but “boring” as well. In Hubspot’s INBOUND18 session, Not so Sexy Marketing, by Patrika Alis, this is exactly the problem she’s helping us solve.

Patrika works at Hanzo as a customer experience marketing manager. She started off as a content marketer, however quickly took on event management and customer experience as a part of her role.

To start off, what we need to understand before we come up with any strategy is that customers are people first, and buyers second.

Empathizing with them and making them feel understood is any marketer’s utmost priority.

> This is soooooo important: [@PatrikaAlis](https://twitter.com/PatrikaAlis?ref_src=twsrc%5Etfw) [#INBOUND2018](https://twitter.com/hashtag/INBOUND2018?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/ZliI6vgO2Y](https://t.co/ZliI6vgO2Y)
> 
> — Alexis Larsen (@AlexisLarsen729) [September 6, 2018](https://twitter.com/AlexisLarsen729/status/1037749564902711296?ref_src=twsrc%5Etfw)

She states that when the product is difficult to market, that’s when we need to get creative.

You need to stand out from your competitors. In order to do that, you have to come up with a strategy that makes a “different noise” from all the noise that your competitors are making.

Understand how you’re different and focus on which customer needs your product is fulfilling. Make that your strength and focus on marketing that.

> “Instead of making more noise, make DIFFERENT noise.” [@PatrikaAlis](https://twitter.com/PatrikaAlis?ref_src=twsrc%5Etfw) Not So Sexy Marketing: Building creative campaigns for complex or close products breakout session [pic.twitter.com/3jTKzkI0OM](https://t.co/3jTKzkI0OM)
> 
> — Kate Peifer (@KatePeifer) [September 6, 2018](https://twitter.com/KatePeifer/status/1037753691573506048?ref_src=twsrc%5Etfw)

Some major takeaways from this session were:

> Great input today at [#INBOUIND18](https://twitter.com/hashtag/INBOUIND18?src=hash&ref_src=twsrc%5Etfw), Patrika.
> 
> – My key take aways: Bring sexy back to B2B marketing!  
> – Be creative, be daring, think outside the box.  
> – And market to people, even if compliance professionals 😉
> 
> — Carsten Rossi (@CarstenRossiKR) [September 7, 2018](https://twitter.com/CarstenRossiKR/status/1038119190681604097?ref_src=twsrc%5Etfw)

We’re excited to bring you all the deets from INBOUND18 through our [remote coverage of the event](https://www.niswey.com/inbound18/)! Keep a check on our coverage and get all the insights from INBOUND18.

[View full post](https://www.niswey.com/blog/not-so-sexy-marketing-building-creative-campaigns-for-complex-products)

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