Observed Signal · Jul 10, 2026 · Interview · Source: The Drum · Impact: 1/5 · Sentiment: Positive
B2B Marketing Mustn't Be Boring, Says Hillary Nussbaum
Hillary Nussbaum, director of content at The Ricciardi Group and a juror on The Drum B2B Awards' Creative Aces jury, argues that B2B marketing should avoid being dull and must instead surprise and engage real people. She warns that AI-driven sameness increases audience skepticism and that human creativity — specificity, humor and empathy — remains the differentiator. Nussbaum recommends deep audience understanding (beyond job titles) and advises focusing on delivering value in each piece of content. For 2026 she would invest in executive thought leadership and urges brand-building over short-term tactics. The article was published by Margo Waldrop in The Drum on 2026-07-10.
Opinion/interview piece on B2B creative and brand-building; useful perspective but not a platform policy, product launch, or major industry event.
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Key Takeaways & Evidence Grounding
- Hillary Nussbaum is director of content at The Ricciardi Group.
- Nussbaum served as a juror on the Creative Aces jury for The Drum B2B Awards.
- She says AI-generated sameness has increased audience skepticism and that human specificity and authenticity separate effective content from AI noise.
- Nussbaum recommends deep audience understanding and focusing on the value provided to the recipient rather than solely on marketing goals.
- The article was published on The Drum on 2026-07-10 and written by Margo Waldrop.
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