✦ The distinctiveness gap ✦

What 82 B2B SaaS marketers told us about ad creative that works

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THE RESEARCH

A survey of 82 B2B SaaS marketers with reactions and practical guidance from 6 experts and practitioners.

THE RESPONDENTS

82 B2B SaaS marketers from early-stage startups to G2's 2026 Top 100 Global Software Companies. Spanning performance, growth, demand gen, brand, and marketing leadership roles.

THE EXPERTS

6 experts who work in-house or as external partners on B2B SaaS ad campaigns.

REPORT PROVIDED BY

Andrea Todorova

Andrea Todorova

Creative Director

Niko Dovidija

Niko Dovidija

Design Lead

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