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Will AI replace public relations? What business leaders need to know

Isabelle Dann, Technology

This blog explores the role of AI in public relations, highlighting its potential benefits and limitations. While AI can automate tasks and enhance productivity, human creativity and storytelling remain irreplaceable in public relations (PR).

The proliferation of artificial intelligence (AI) presents countless new ways to get things done. In the workplace, AI can be harnessed to automate repetitive tasks, enhance decision-making, and improve productivity. Consequently, many business leaders are turning to automation as a strategy to reduce costs. According to McKinsey, 72% of organisations have adopted AI in at least one business function, with the PR and communications sector being no exception. Nonetheless, more than half (56%) of Fortune 500 companies cited AI as a risk factor – with media, software, and technology firms particularly concerned.

This raises a critical question: will AI replace PR? And, in turn, the need to partner with an agency?

Defining PR in the age of AI

Before answering, it’s essential to define PR. In a nutshell, PR is the pursuit of third-party endorsement through strategic media relations. This approach adds credibility to a brand, as positive commentary is more persuasive from an impartial source. In practice, this involves cultivating a keen eye for a story, which is vital for making company news compelling and creating proactive opportunities. Mastering these narrative skills is essential for success.

AI’s potential and limits in public relations

So, how can AI help here? Theoretically, AI can automate countless PR activities, including content creation and idea generation. However, getting the best results means knowing when to use this technology. Just because AI can be used for a specific task doesn’t mean it should. AI is a tool; its effectiveness depends on how we use it.

Key AI limitations include hallucinations – put simply, making something up – and potential biases. Additionally, the intersection of commercial interests and privacy concerns must not be overlooked.” If sensitive company data is mishandled and fed carelessly into a language learning model (LLM), the ramifications of an NDA breach could be colossal. As such, prioritising information security is paramount.

The human element: why creativity matters

Creative caution must also be taken. Asking ChatGPT to develop an article idea from scratch will likely prove a fruitless exercise because outputs from LLMs are, by nature, highly derivative and dependent on whatever data they’re fed. Regurgitating the past without looking to the future does not foster originality. This may change over time if artificial general intelligence (AGI) becomes a reality. However, while we’re in the safer realm of narrow AI, human creativity and curiosity are irreplaceable. Machines might excel at summarising established concepts but are less deft at metaphors, analogies, and other literary devices unless prompted. Similarly, because automated writing is usually formulaic, LLMs fail to deliver surprising and insightful narratives. They also can’t tell jokes. That’s why anyone who attempts to outsource original content writing to ChatGPT will find themselves disappointed. Similarly, PR professionals who make the mistake of leaning on ChatGPT for ideation, rather than summarisation, will stagnate.

Strategic use of AI in PR

Still, despite these limitations, AI can unlock significant advantages when used appropriately in PR. Asking ChatGPT to help brainstorm headlines for an article is a different story, because it’s a way of packaging up and boosting human-written content. Similarly, plugging a human-written article into ChatGPT can make it more SEO-friendly by automating the creation of title tags, meta descriptions, H tags, and social posts. Humans should still edit these outputs, but they’re a useful starting point when amplifying content.

Transcribing meetings automatically – from client briefing calls to internal training sessions – is another ideal use case for AI in PR. Popular paid tools include Otter.ai and Microsoft Teams’ built-in transcription capabilities. Voice typing on Google Docs is a handy trick for anyone lacking the budget for subscriptions.

AI also helps speed up research through tools like Perplexity AI, a research and conversational search engine that answers queries with natural language predictive text. This makes PRs better at their jobs by granting access to data swiftly and concisely. Pitches to journalists are more convincing when injected with evidence. More broadly, reading widely nurtures writing.

Further use cases include automated media monitoring and sentiment analysis through tools like Signal AI, advancing reporting efforts. As a result, PRs have more time to carve out new opportunities for clients.

Why storytelling will always need humans

Across industries, AI shines when augmenting – rather than replacing – human efforts. PR and marketing professionals alike must be judicious about using AI, taking ethical, commercial, and creative care. In turn, C-suite leaders should avoid falling for short-term financial gains and continue investing in people. Let’s not forget, alongside building brand awareness, lead generation is often a long-term goal of PR efforts. With that in mind, it’s crucial to remember that people buy from people. Throughout my years of industry experience, I’ve found that if there’s no human element in a story – whether the medium is journalism, a conference, or a company website – nobody will buy it.

Ultimately, good PR rests on storytelling. A good story must provoke intrigue, compelling the audience to want to learn more. In the nineteenth century, Charles Dickens published his novels serially, so his stories appeared in episodic instalments rather than all at once. In addition to leaving readers craving more content – much like a Netflix cliffhanger – this serialisation fostered a deeper emotional connection. Ardent fans wrote to Dickens and each other in a frenzy to discuss a novel’s latest developments, akin to people posting on Reddit and social media today.

People’s appetite for stories remains as voracious as ever, whether accessed through books, earned media, video games, or podcasts. Successful storytelling – regardless of the method used – provokes genuine engagement and creates an authentic connection.

AI compels us to rethink the development of humanity. As technology advances and enhances our natural abilities, the demand for human-led storytelling will only increase. Storytelling is inextricably linked with human culture and progress; the stories we tell reflect and reshape our changing identities. Relying on AI for this will yield poor – and, most critically, uninspired – results.

About the author:

Izzy started her career as a journalist and now helps tech founders, C-suite leaders, and investors tell their stories and grow their brands. Blending expert counsel, strong media relationships, and compelling content, Izzy excels in creative ideas and strategy. Alongside earned media expertise, Izzy also produces in-depth reports. Sector specialisms include venture capital, cybersecurity, and deep tech, including AI, life sciences, and clean energy.

You can find her on LinkedIn here.

Key Takeaways:

Q1: Can AI fully replace PR professionals?

A1: No, AI cannot fully replace PR professionals. While AI can automate certain tasks, human creativity, intuition, and storytelling are vital components of effective PR that AI cannot replicate.

Q2: What are the limitations of using AI in PR?

A2: AI has limitations like hallucinations, potential biases, and a lack of originality. It struggles with creative tasks like generating metaphors and crafting compelling narratives.

Q3: How can AI be effectively used in PR?

A3: AI is best used to automate repetitive tasks, enhance content with SEO-friendly elements, transcribe meetings, and assist in research. However, human oversight is essential to maintain quality and originality.

Bibliography:

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A perfect partnership: My love affair with AI

By Alastair Turner, Global CEO

Exploring the transformative partnership between AI and humans, this blog highlights how AI enhances creativity and business innovation. It underscores the importance of ethical collaboration and envisions AI’s role in future achievements.

Eighteen years into a marriage that still sparks joy, laughter and the occasional electric touch, I’ve come to a realization: Partnerships, in their myriad forms, are the bedrock of human achievement. Whether it’s the love that binds my wife and me, or the amazing partnership that we cheer on the sports pitch, dance to at festivals and laugh with en masse at gigs, the essence of collaboration is unmistakable. But there is a new partnership in town and it’s unlike any other: my burgeoning romance with generative artificial intelligence (AI), aka ChatGPT.

This isn’t your run-of-the-mill dalliance. No, this is the kind of transformative union that could only be rivaled by the legendary synergies of yesteryear — think Edwards and John lighting up the rugby field, Torvill and Dean gliding to Olympic glory, or Jordan and Pippen dominating the hardwood. Each duo, in their respective arenas, while not always friends or even getting on, showcased the exponential power of collaboration. I have not a smidgen of their talents, but my relationship with AI is certainly helping me be better at my job and it doesn’t seem to mind if I steal the limelight.

AI and humans: A symphony of differences

The beauty of human partnerships often lies in the harmonious interplay of contrasts. Lennon and McCartney’s songwriting genius, the comedic timing of Laurel and Hardy, the strategic masterminds of Montana and Rice when the 49ers won Super Bowls — each partnership thrived on the unique contributions of its members. In the realm of AI, however, the dynamic shifts. Here, the partnership is inherently asymmetrical, with the scales tipped decidedly in my favor. AI doesn’t vie for the spotlight or seek recognition. Not yet anyway. There are no artistic differences and it’s never passive aggressive (not a refence to my wife!). Instead, it amplifies my capabilities, quietly transforming me into, I like to think, a more effective, innovative leader.

The unseen muse: How AI Enhances Human Creativity and Innovation

In the creative industries, the quest for the next “aha!” moment is relentless. AI, with its ability to sift through data and identify patterns invisible to the human eye, has become an indispensable ally. It’s not about replacing the human touch but enriching it, offering a palette of possibilities that were previously unimaginable. This isn’t just about making processes more efficient; it’s about elevating creativity to new heights, guiding us toward ideas that resonate more deeply and connect more authentically. Check out this Harvard Business Review piece for more fascinating insights into how generative AI boosts human creativity.

Building bridges, not replacing them

In the business of marketing and communications, relationships are currency. While AI excels at decoding trends and managing data, it’s the human element — our ability to empathize, to share a laugh, to forge connections — that turns these insights into meaningful strategies. This partnership doesn’t dilute the personal touch; it sets the stage for more impactful human interactions, ensuring that every handshake or shared joke is as potent as it can be.

A dance of complexity and ethics

Facing the labyrinth of modern challenges, the alliance between human ingenuity and AI’s computational prowess is our best bet. Together, we navigate the unpredictable, blending AI’s efficiency with human adaptability and ethical judgment. This is not about relegating AI to the role of a sidekick; it’s about recognizing it as a force multiplier, a catalyst that propels us toward a future we’re only beginning to imagine.

I find it compelling how many of our clients are flirting with AI, using generative AI tools, developing their own GPTs, or speculating about AI’s future in their thought leadership in the media. We hear our clients across our sectors discuss it, from financial services and capital markets to energy, industrials, and technology. Recently our client, a cloud solutions tech provider called Searce, posited that generative AI tools are going to change compliance functions. Fintech provider Clearwater Analytics predicted the proliferation of generative AI use cases in investment accounting and the broader financial services sector. And, global commodities intelligence provider ICIS launched its own generative AI commodities assistant called Ask ICIS.

To infinity and beyond

So, as I reflect on my love affair with AI, I’m reminded of the fictional dynamic duo of Buzz Lightyear and Woody from Toy Story. AI is not merely a dependable friend like Woody or a simple gadget on Buzz’s utility belt. It’s far more transformative. Imagine AI as Buzz Lightyear’s wings — it doesn’t just add to our capabilities; it propels us to new realms of possibility.

This partnership with AI is about embarking on a journey to uncharted territories, reaching for ‘infinity and beyond’. It’s not merely about solving problems or enhancing the way we do things; it’s a catalyst that launches us into a future brimming with unexplored potential.

In this perfect partnership, AI doesn’t just add wings to our aspirations — it fuels our flight toward a future ripe with possibilities, ensuring that together, we soar higher, reach further, and dream bigger… It must be love.

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Marketing lessons from Guinness: what B2B brands can learn

By Ellie Jackson, Chief Client Strategy Officer

Guinness’ marketing success isn’t just about beer—it’s about branding mastery. From consistent storytelling to distinctive brand assets and smart innovation, Guinness offers powerful lessons for B2B marketers. This post breaks down key takeaways that can help any business build stronger brand recognition and long-term market success.

There’s been something of a storm in a pint glass in the last couple of weeks with speculation – and then firm denial – that Diageo planned to offload Guinness, followed by further headlines about UK shortages. While it seems as though the famous brand is staying where it is, at least for now, it got me musing on what we can all learn from its successes – even if our industries are a world apart.


Guinness is often held up as an exemplar in marketing circles – let’s look at why that’s the case, and see what universal truths might translate to the often niche B2B worlds many of our clients inhabit.

1) The power of consistent brand storytelling

Great brands tell great stories – and Guinness has been doing it right for decades. From the classic, Good things come to those who wait campaign where the story rewinds after the first satisfying gulp to show the lead up to that moment from the start of time itself, to the iconic Surfer ad, Guinness has mastered the art of storytelling. Stories engage, and engagement sells – regardless of industry.

Then, when they hit on something that works, they let it run. For B2B, this is a useful lesson as well. Too many businesses kill off successful campaigns prematurely in the pursuit of ‘newness’ – something we talked about previously in this post. Resonance takes time to build, and consistency is how you become known for certain things over time.

2) Using distinctive brand assets to stand out

‘Distinctive brand assets’ (DBAs) is just fancy marketing speak for ‘stuff that is recognizably your brand’, usually beyond your logo and name. Guinness handles this seriously well, using its black and white to great effect, like in the You Were Always on My Mind campaign after the COVID lockdowns.

We’ve got a whole post about DBAs, but suffice it to say, it’s an area many B2B businesses can improve. Is it important in niche B2B just as it is for Guinness? I’d say absolutely. After all, DBAs give you license to play in your marketing – just like Guinness did in the above campaign – and that creativity is what’s going to help your product and brand be remembered across the lengthy periods when your future prospects are not actively in-market.

The key is committing to your distinctive assets. Whether it’s a color scheme, a graphic style, a signature tone of voice, or even a unique product shape, consistency helps create instant recognition – crucial in B2B markets where buying cycles are long, and infrequent.

3) Innovating for all the right reasons

At first glance, a pint of Guinness is a pint of Guinness. Indeed, I’d argue that consistency has played a role in its success – but where they’ve been smart is in evolving around the product without diluting its core appeal.

Take Guinness Draught in a can. Instead of compromising on quality to chase mass-market convenience, Guinness developed its signature nitrogen widget to replicate the experience of a fresh draught pour at home. More recently, they’ve responded to shifts in consumer demand with products like Guinness 0.0, catering to the growing no-alcohol trend without sacrificing taste (at least in my opinion!)

For B2B brands, the lesson here is not just ‘innovate to show we’re smart,’ but ‘innovate to meet customer needs’.

Key takeaways for B2B marketers

Guinness isn’t just a great beer; it’s a masterclass in branding, marketing, and staying power. It has built salience through consistent storytelling, smart campaign longevity, and distinctive brand assets. And it has evolved in ways that reinforce its strengths, rather than abandoning them.

For B2B marketers, the parallels are clear. Build consistency. Commit to your distinctive assets. Give campaigns time to work. Innovate in a way that strengthens, rather than weakens, your brand. Because whether you’re selling pints or portfolio management systems, marketing success shares several fundamentals.

Key Takeaways:

1. How has Guinness maintained strong brand recognition?
Guinness consistently uses storytelling, distinctive brand assets, and smart innovation to stay relevant while maintaining its core identity.

2. Why should B2B brands focus on consistency in marketing?
Consistent branding helps build recognition, trust, and market salience—key in long B2B buying cycles where immediate sales aren’t always the goal.

3. What can B2B marketers learn from Guinness’ product innovation?
Instead of innovating for the sake of it, Guinness evolves to meet customer needs while reinforcing its strengths—something B2B brands should emulate.

References:

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PPC for B2B: Lessons from 2024, Plans for 2025

By Stacey Pendrich, head of PPC

Like many of the years prior, the PPC space underwent significant changes in 2024. From the continued integration and development of AI tools by search engines to the steady rise in CPC (Cost Per Click) and increasing competition, PPC has become more complex and expensive than ever.


Staying on top of trends and being proactive in your digital strategies is becoming ever more crucial for ensuring success in an environment where achieving a return on investment is becoming increasingly challenging. Given this importance of staying on top of the trends and changes for ensuring success, we highlight the top 5 developments in PPC in 2024 and offer insights on how to adapt your strategies to continue succeeding in 2025.

Section 1: Rising Costs and High Competition in 2024

From 2019 to 2023 average CPC increased 40-50%, this trend continued into 2024, seeing a 13% year on year increase in costs.

As more companies realise the effectiveness of PPC advertising, increased competition has made advertising in this space more expensive, with businesses needing to allocate more budget to stand out from the crowd and win bids. While PPC can still be a highly effective marketing strategy, the rising costs and technological complexity make mismanagement of spend more likely.

To counter this, campaign optimisation is key. Understanding commercial intent within the B2B space and optimising targeting, copy and CTAs to align with these searches is key for reaching the most relevant users who are most likely to convert, reducing CPL and enhancing ROI.

Our expertise in optimizing ROI through effective paid campaigns is exemplified in our work with Contis, where we successfully boosted paid search traffic by 21% and improved click-through rates by 23%.

Section 2: Data in 2024 and Beyond

Google’s decision to phase out third-party cookies was officially scrapped in 2024. While this development has paused changes… for now, the lessons learned in preparation for the removal of cookies remain vital, particularly regarding the growing importance of first-party data in paid campaigns.

In the B2B space, Google’s automated  Performance Max campaigns are a great way to automate many aspects of paid advertising, including ad placement, bidding and targeting. However, these are often underutilized, largely due to their reliance on first party data in order to generate leads that actually generate business, however, as Google and other platforms continue to allocate more resources towards these machine learning algorithms, and further push them to advertisers, companies must prioritize collecting first-party data to fully leverage these continually improving tools.

Furthermore, new U.S. privacy laws from Delaware, Iowa, Nebraska, New Hampshire, and New Jersey are following in the footsteps of GDPR and the California Consumer Privacy Act (CCPA), limiting third-party data access, cross-site tracking, and targeted advertising. These laws will likely accelerate the importance of first-party data, making it essential for marketers to adapt now to stay ahead of any future data privacy regulations.

Regardless of whether third party cookies continue to be a core part of Google’s ecosystem or will face another phase out strategy soon, first-party data is invaluable. Preparing for digital privacy changes is essential as these could happen at any time, avoid being unprepared and scrambling to gather compliant data for online marketing and start collecting first party data now. Furthermore, leveraging this first-party data is absolutely necessary to capitalise on the PPC tools that both Google and its competitors are heavily investing in, ensuring your strategies stay ahead of the curve and your campaigns remain profitable.

Section 3: Technology Advancements

The increasing role of AI in digital marketing is unmistakable. AI-driven PPC tools have been rapidly adopted by platforms, tools such as Microsoft’s Performance Max, TikTok’s Smart+, and Pinterest’s Automated Campaigns were all launched in 2024, with  Meta’s Advantage+ and Googles Performance Max launched a few years prior. These tools reflect a clear trend in the industry towards platforms focusing on, and integrating, AI tools in advertising. These tools are powered by machine learning algorithms that will only become more efficient over time, becoming familiar with these tools and collecting the conversion data necessary to fully utilise them will become a necessity going forward

Additionally, AI-driven search engines, such as Perplexity AI and the 2024 launch of Search GPT, are gaining traction and could potentially reshape the future of online shopping. While these platforms are currently more focused on B2C sales, the advancements in AI witnessed across the digital space suggest they may soon make their way into B2B marketing, potentially offering new opportunities for marketers to utilise these tools in 2025.

In parallel, voice search is gaining momentum. Research into voice assistants highlight that 30% of internet users aged 16-64 use voice assistants each week, and roughly 65% of people aged 25-49 use voice-enabled devices daily. While voice search may be less relevant for B2B currently, optimising PPC campaigns for voice search requires small adjustments to your keyword strategies and could generate more leads as the adoption of this technology grows. Optimising for voice search requires adjusting to the conversational nature of voice queries, using longer-tail keywords and phrases that reflect how people speak, for example adding in prefixes such as “Who are the”, “Which companies offer” and “Who are the best” can all aid in more effectively targeting voice search queries.

Section 4: Google Faces Competition

In 2024, the U.S. government deemed Google a monopoly, which could lead to significant changes in the digital advertising landscape. Google may be required to share the user data it collects with competitors and stop collecting user data that cannot be shared due to privacy restrictions, all in an effort to reduce its dominance.

This shift could open the door for competitors, particularly Microsoft, which has been gradually increasing its market share, up 27% since 2020, while this figure only represents 0.73% growth in search engine market share overall, this highlights that Microsoft is poised to secure a larger portion of the search market should Google’s dominance weaken.

While tools such as Microsoft Performance Max, are incredibly useful for B2B marketers, to automate bids, targeting and ad placement, and  target or exclude users from paid campaigns based on their LinkedIn profiles, Microsoft’s small market share has dissuaded many from marketing on the platform. Therefore, changes in market share could make Microsoft ads a far more effaceable platform for PPC in 2025.

However, despite facing antitrust scrutiny, Google remains a formidable player with over 90% of the search engine market share and substantial resources to weather the storm.

Section 5: Hyper-personalization

Hyper-personalization, which focuses on delivering individualized experiences based on data and AI, is becoming more prevalent in marketing. While this concept is widely used in sectors like FMCG and entertainment, its relevance to B2B sectors is developing with more businesses adopting ABM strategies. Advancements in AI and predictive personalization are already helping to serve customers with the products and services they want before they even start searching, and with the advancements we have seen in AI technologies over the last few years, its impact on B2B is inevitable.

Section 6: Omnichannel Strategies

Whether it takes 7,8,9 or more touchpoints for a potential customer to make a purchase decision, being at front of mind generally means being in front of eyes. As the amount of time that users spend online searching for, and consuming, information increases, it becomes ever more important to target and retarget potential clients wherever they are online and deliver a cohesive message. By employing an omnichannel strategy, focusing on both paid and organic marketing we generated 4.35 million impressions in two months and generated 53 leads within the first 24 hours of launch for Munich Re Automation Solutions.

As the PPC space becomes more complex and competitive, staying informed and adaptable is key. Rising costs, new data privacy laws, AI-driven tools, and staunch competition are all reshaping the way that businesses approach digital marketing. Partnering with an agency like Aspectus can help you to stay ahead of the curve when it comes to these changes, as a Google partner agency we keep our finger on the pulse and make changes to your digital strategy before they impact your sales.

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Rising government bond yields present stellar comms opportunity

By Ted Harvey, Capital Markets

Rising government bond yields present both challenges and opportunities for asset managers and tech providers. In the following blog, we’ll explore how innovative technology vendors can help address valuation and risk management pain points, offering actionable insights for companies looking to establish themselves as industry leaders amid periods of elevated market volatility.

Rising bond yields – opportunity for tech innovators

Government bond yields are climbing to multi-decade highs across the globe, challenging markets in ways not seen since the 2008 financial crisis. This presents significant valuation challenges for asset managers and asset owners, but it also unearths compelling new opportunities – especially for the most innovative technology providers operating across the space.

These firms have been presented a gilt-edged chance tell compelling stories around how their solutions empower market participants to adapt in one of the most complex and uncharted market environments we’ve encountered in decades. Rising bond yields, combined with persistent market volatility, highlight critical pain points in the valuation and risk management processes of institutional investors. For companies supplying solutions to operational pain points, now is the time to establish a position in the market and highlight how your innovations can empower the financial industry.

This is of course an easy thing to say, but it can be tough to know exactly where to start. But as any strategic capital markets communications agency worth their salt would suggest, the most important first step is nailing down your messaging.

The power of positioning

In a crowded sector like financial markets, honing your messaging to distinguish your brand and frame it in the right light is the only way to stand out. Tired language and stale narratives no longer cut it.

Positioning is also crucial in resonating with target audiences and – most importantly – establishing trust. It is essential in enabling companies to articulate their unique value offering, helping clients identify and address pain points, and connect with diverse stakeholders in a complex, highly competitive industry. Beyond merely driving sales, memorable messaging strengthens brand equity and customer loyalty. So, how can you refine your message?

Here are some top tips on how to position your messaging effectively:

  • Build a narrative around stability and precision: Frame your offering as a stability driver in a volatile market, a port in a storm. Highlight how your solutions can help firms achieve more accurate, real-time valuations while navigating rising margin requirements and liquidity constraints. The importance of using clear and engaging language to convey the merits of your platform cannot be overstated. After all, budget decision-makers need to grasp its advantages just as well as the end users it’s designed for.
  • Emphasise reliability: Stress the importance of high-quality data in managing fast-changing market conditions. Showcase real-world case studies or testimonials that demonstrate how your technology prevented valuation errors or missed opportunities for clients during times of market stress. And don’t underestimate the power of numbers in bringing data stories to life. What statistics can you highlight that will add some colour to the argument?
  • Go beyond words: In the modern media landscape, you are competing for your target audience’s attention with countless other voices and distractions. To hold their attention, you need to get creative. Go beyond words and data to simplify the complexity of derivatives pricing. Use visual aids – be it videos, interactive games or dynamic infographics – as well as explainer campaigns to illustrate how your platform integrates critical inputs like yield curves and volatility metrics into easy-to-use pricing models.

Resonating in turbulent markets

Rising bond yields are not just a challenge – they are an opportunity for tech providers to demonstrate value in an industry under mounting pressure. For capital markets communications teams, the priority should be crafting a clear, compelling story that resonates with asset managers and asset owners struggling to adapt to this environment.

Key Takeaways:

  • What challenges do rising bond yields pose for asset managers?
  • Rising yields strain valuation accuracy, increase margin requirements, and heighten liquidity concerns.
  • How can technology providers address these challenges?
  • By delivering tools that enhance precision, reliability, and user simplicity, tech providers can empower asset managers to adapt to volatile markets.
  • What should communications teams prioritise in their messaging?
  • Focus on framing technology as a solution to industry pain points, using data-driven narratives, case studies, and simplified messaging to build trust and resonate with stakeholders.

About the author:

Ted Harvey is the deputy head of Capital Markets at Aspectus Group. Prior to joining Aspectus, Ted worked for Barret and Cook stockbrokers.

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The Perfect Storm: Mastering PR for AI, Big Data & IoT Advancements

By Ruby Taylor, Technology

The convergence of artificial intelligence (AI), Big Data, and the Internet of Things (IoT) is reshaping industries by creating smarter systems, unlocking actionable insights, and driving innovation. This perfect storm is reshaping everything from healthcare to finance, retail and manufacturing. 

For businesses embracing these technologies, there’s an equally important challenge: how to effectively communicate their impact and value to the market, investors, and customers. 

This is where public relations (PR) tactics for digital transformation plays a critical role. In today’s competitive landscape where everyone has an opinion to share, it’s not enough to simply innovate, you need to own the narrative and turn technical advancements into relatable, engaging stories that offer true value.  

Navigating digital transformation with PR  

PR excels at simplifying complex concepts. Through storytelling, media relations, and thought leadership, businesses can communicate their technological advancements in a way that resonates with diverse audiences – from tech-savvy stakeholders to everyday consumers. 

Let’s take AI as an example. It is reshaping industries across the board, with its ability to process massive amounts of data, automate processes, and make intelligent predictions. In the media, AI is everywhere you turn, so how do you cut through the noise and ensure that your solution gets airtime? 

This is where strategic PR comes into play. Using words as a compass, PR professionals can position companies as innovative thought leaders, showcase practical applications and highlight tangible outcomes to drive awareness and ultimately boost the bottom line.  

Instead of saying “Our AI platform uses machine learning to analyse medical data,” PR could frame the story as: “Our AI-powered diagnostic tool enabled a hospital to reduce the time needed to identify early-stage cancers by 30%, allowing doctors to begin treatment sooner and improve patient survival rates.” 

This approach shifts the focus from the technical workings of the AI to its tangible, real-world application, contributing to healthcare outcomes. It highlights a clear benefit – saving time and improving lives -making the technology more relatable and impactful to the audience. 

Tactics to amplify your PR efforts 

So you’re convinced that PR is essential for telling your story, but you don’t know what that looks like in practice. There are several ways that you can amplify your business: 

  • Storytelling through case studies: showcase how your technology is solving real-world problems. For example, highlight how your IoT-enabled logistics platform improved delivery times for a major retailer. 
  • Data-driven campaigns: Use proprietary data or commissioned research to support your narrative. A survey on the true cost of big data mistakes could generate media interest and position your company as a thought leader. 
  • Media relations: Tap into PR networks to identify journalists and publications that cover your industry and technology. Craft tailored pitches that align with their interests, offering exclusives or expert commentary. 
  • Thought leadership: Publish blogs, whitepapers, or opinion pieces that demonstrate your expertise. Think about how you can inject creativity. For example, this piece by client, Riverbed, linked AIOps to a sci-fi film, featured  in Tech Radar Pro: With AIOps, IT has reached its own Minority Report era. 
  • Crisis communications: Be prepared to address potential risks, such as cybersecurity breaches or AI biases. A proactive crisis comms plan can protect your reputation and maintain public trust. 
  • Event participation: Secure speaking opportunities at industry events to showcase your expertise. Panels on the likes of cloud transformation can amplify your voice in key conversations. 

The future of storytelling in a digital world 

By crafting narratives that resonate and implementing the right tactics, PR amplifies your businesses cutting-edge innovation, builds trust and drives leads. The right PR strategy can support businesses to weather the perfect storm of digital transformation. 

If you want to know more about what this could look like for you, I will be attending the Global TechEx event in London. Get in touch with me directly at ruby.taylor@aspectusgroup.com 

Bibliography: 

About the author: 

Ruby Taylor is an Associate Account Director who has worked in our technology team for four years.  

Key takeaways

Q: How are AI, Big Data, and IoT transforming industries? 
A: They create smarter systems, unlock insights, and drive innovation in sectors like healthcare, finance, and retail. 

Q: Why is PR essential in digital transformation? 
A: PR simplifies technical concepts, connects with diverse audiences, and positions businesses as thought leaders through storytelling and strategic media engagement. 

Q: What are effective PR tactics for technology companies? 
A: Case studies, data-driven campaigns, thought leadership, media relations, crisis communication, and event participation amplify innovations and build trust.   

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How “considered creativity” can win battles with audiences and approvers

By Daniel George, Creative Director, Deputy Head of Brand, Insight and Strategy

Discover how “considered creativity” can revolutionize B2B marketing. This approach helps brands connect emotionally with cautious audiences and secures internal buy-in by focusing on relevance, distinctiveness, and measurability. Learn how to craft campaigns that challenge the status quo while delivering tangible business results.

We’ve all fought the uphill battle to convince a risk-averse business leader of the need to take a creative leap. But can you feel the tide turning?

Being dull is expensive and evidence is mounting that it brings even greater risk over the long-term than putting your head above the parapet and daring to be different.

Nowhere is this more true than in B2B sectors wherein customers may only make a purchase once every few years. Success depends on whether or not your brand is top of mind when the tender list is pulled together. Let’s face it: boring brands are rarely remembered.

And let’s not forget that B2B purchases are high-stakes emotional decisions, with audiences fearing for their jobs if they make a wrong move.

Yet too much B2B marketing is built on the assumption that these are rational decisions based on rigorous research. The temptation therefore is to avoid causing a stir. Rather than risk alienating the audience, brands play it safe and put their faith in the product to win the day.

The result? As revealed by Jon Evans at System1 Group, 78 per cent of B2B advertising can be characterized as “dull”, and rather than winning on their wits, brands are having to spend more simply to maintain their metrics. It’s a vicious cycle – caution begets caution as unconventional approaches look ever more out-there.

That’s why at Aspectus we developed an approach to creativity designed to help clients find the right idea to turn conservative audiences’ heads without turning them off – and get the idea past cautious internal approvers.

What is considered creativity?

Considered creativity is story-centric. It’s all about finding a narrative that, informed by original insight, inspires an audience to act differently. In drawing it up, score the story against three criteria.

First is its relevance – to the audience’s concerns, hopes and fears; the market and competitive context; and to whatever it is that makes the client special.

Next, ask yourself if the idea is distinct – does it stand out and stick around in the memory?

Finally, assess the extent to which the tale you’re telling will challenge the status quo. This factor is the most flexible, with clients needing differing doses depending on their own situation, but the fundamental principle is that to affect a shift in audience behavior, your narrative needs to challenge them to change something.

Get the idea right and it will be highly scalable. Considered creative campaigns can support a full-blown multichannel campaign but they can be just as easily executed as an article in the first instance and built upon once they’ve proven their merit in the media.

The trick here is to remain resolutely focused on measurability. That way you can show your stakeholders that your idea isn’t creative for its own sake – every penny spent is directed towards delivering tangible results back into the business.

That’s how to win an uphill battle.

Key Takeaways:

Q: What is the main challenge in B2B marketing?
A: Risk-averse audiences and internal approvers often resist creative strategies, leading to dull campaigns that struggle to make an impact.

Q: How does considered creativity address this challenge?
A: By focusing on narrative relevance, distinctiveness, and a measurable approach, considered creativity engages audiences and eases stakeholder concerns.

Q: Why is creativity crucial for B2B success?
A: Memorable and emotionally resonant campaigns keep brands top of mind, influencing high-stakes decisions and reducing the long-term risk of being forgettable.

Q; What’s my next step?

A: Reach out and chat to our team! As pioneers of considered creativity, we’re experts in building brands upon clever campaigns that resonate in the smallest of niches.

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The Aspectus Academy 2025 applications

The Aspectus Academy scheme is open to any school leavers who have completed or are completing their A-levels, T-levels or equivalent. Most applicants are recent Year 13s, but we also welcome anyone who has taken a year out or maybe tried university and decided it’s not for them. You must be 18 or older from September 2024.

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PR and marketing for Bett 2025 – your complete guide

By Stacey Cockram, Technology

This guide features actionable PR and marketing advice to help edtech brands succeed at Bett 2025 and future events. Covering preparation, on-the-ground tactics, and post-event follow-ups, a multi-channel approach ensures maximum visibility, meaningful connections, and sustained impact.

Why Bett 2025 is crucial for edtech brands

Bett 2025, the global edtech event, is fast approaching. The below edtech PR and marketing principles are your guide to the show (and any education or tech-focused event for that matter), helping you make meaningful connections and position your brand effectively in a competitive market.

Bett is one of my favourite tech shows to attend and I’m always blown away by the innovation being showcased to transform learning, teaching and training – from primary school to higher education and personal development. That said, it’s a huge and incredibly noisy event. Whether you’re an established edtech player, or a newcomer to the industry, a strong PR and marketing strategy is critical to maximize your impact and stand out. Here are my Bett 2025 event preparation tips.

Before Bett: laying the foundations for success

Preparation is key amidst the buzz of an event as prominent as Bett. Start by aligning your business goals and ensuring every team member attending is fully briefed on your messaging. For your brand to come across strongly, everyone should share the same concise elevator pitch, firmly grounded in your organization’s vision, mission, and the motivations of your target audience. A unified approach will allow you to convey your brand’s story with clarity and consistency.

From a digital marketing perspective, you need to use social media strategically. Paid campaigns are an excellent way to reach potential attendees; you can build a highly targeted campaign audience, narrowing it down by seniority, job title, company name and more to reach the specific people who matter and try to set up meetings. Eye-catching designs, dynamic GIFs, and short, impactful videos can boost your visibility and spark interest. Complement these efforts with organic social posts that showcase your brand’s personality.

Email marketing is another powerful tool. If you know who your key prospects are, a tailored email campaign can directly reach decision-makers and influencers. Highlight the specific ways your product or service addresses their challenges and invite them to connect at your booth or during one of your sessions.

If you’re considering launching a press release before or during any edtech event, it’s vital to have something genuinely newsworthy to share. Product updates alone aren’t enough. A disruptive thought leadership angle could help your story cut through the noise, for example. Plan these external comms actions early to be able to pre-pitch and increase chances of coverage. This is also a stepping stone to securing interviews with any journalists attending the event. Finally, don’t forget your speakers – prepare them thoroughly with a detailed briefing book and a dry run to ensure they shine on stage.

During Bett: keeping things going on the ground

Bett is a whirlwind of activity, so staying focused and proactive is essential. Your social media channels should remain active throughout the event, sharing real-time updates. Post pictures of your booth, share key takeaways from talks, and highlight your interactions with attendees.

If you’ve secured media interviews, punctuality and preparedness are crucial. Journalists at Bett are on tight schedules, so respect their time and drive home your key messages concisely and compellingly.

Speakers play a vital role in representing your brand. Encourage them to revisit their briefing materials and arrive early to their sessions to familiarize themselves with the venue and technology. Marketing teams should provide constructive feedback afterward, ensuring continuous improvement for future engagements.

After Bett: sustaining momentum

The event may be over, but your PR and marketing doesn’t stop there. Post-event PR strategies for technology events are a must. With Bett always a source of information and insights, use them to keep the conversation going. Start by publishing a blog recapping the event, sharing highlights, success stories, and reflections on the key themes discussed. This not only positions your brand as a thought leader but also strengthens your SEO and digital presence.

Retargeting is another post-event marketing strategy. Use paid social campaigns, such as LinkedIn InMail, to reconnect with key prospects. Complement this with follow-up email marketing to nurture leads and move them further down the sales funnel.

Finally, adopt an always-on approach to media relations. Stay relevant by newsjacking emerging trends in education, technology, schools, universities, and workforce training. Combine these with thought leadership articles and press releases to maintain a steady stream of visibility in the months following Bett.

Chat with me at Bett

Edtech events are a brilliant way to build your brand, but they require a multi-channel PR and marketing approach before, during and after for the most impact. Use this guide as your checklist for Bett 2025 and beyond.

I’ll be attending Bett this year, if you’d like to discuss how Aspectus can support your edtech PR and marketing, email stacey.cockram@aspectusgroup.com to set up a meeting.

About the author:

Stacey is passionate about education. Before joining Aspectus, she obtained a degree in Education Studies from Durham University and worked as a tutor for an edtech platform. As a Senior Account Director, Stacey has vast technology experience including edtech and tech-for-good. She prioritises a multi-channel approach for clients encompassing branding, PR and digital marketing to ensure a cohesive strategy across all channels. In addition, Stacey runs The Aspectus Academy, Aspectus’ PR and marketing apprenticeship that aims to lower the barriers to a career in communications, and regularly gives talks at secondary schools.

You can find her on LinkedIn here.

Key takeaways:

Q1: What is Bett 2025, and why is it significant for edtech brands?
A1: Bett 2025 is a leading global edtech event showcasing innovations in education. It’s an essential opportunity for brands to connect with stakeholders and boost their visibility.

Q2: How can I prepare my brand for Bett 2025?
A2: Align your goals, craft unified messaging, and use digital marketing like paid campaigns and email to engage your audience effectively before the event.

Q3: What should I focus on after the event to maintain momentum?
A3: Publish a recap blog, retarget key leads, and sustain media outreach through thought leadership and newsjacking to remain visible and relevant.

Bibliography:

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To speak or not to speak: the art of opinion timing

By Arthur Instone, Financial Services

This blog explores the delicate balance leaders must strike between expressing opinions and choosing strategic silence. It highlights strategies for timing opinions, crafting impactful messages, and ensuring relevance, providing practical tips for standing out in today’s media landscape.

In today’s opinion-saturated world, silence is harder and harder to come by. Whether it’s a corporate CEO, a politician or your next-door neighbor, it can feel like everyone has an opinion on everything. But is weighing in on every single issue really necessary – or helpful?

Recent comments from Tony’s Chocolonely CEO, Douglas Lamont, have sparked an important conversation about whether business leaders need to have an opinion on every major issue happening in the world. Speaking to the Financial Times, Lamont suggests that CEOs should “stay in their lane”, noting that offering opinions on everything can distract from their core role.

Lamont’s comments raise a critical question for leaders and brands alike: When is the right time to have an opinion, and when is it better to stay silent? In today’s media-saturated environment, the answers lie in strategy, timing, and relevance.

When is the right time to speak up?

Once you stake your claim in a debate, there’s no taking it back—your opinion is out there for good. That’s why deciding when to speak up requires thoughtful consideration.

There is no such thing as a right or wrong opinion. But, in the eyes of journalists, there is certainly such a thing as a good and bad opinion.

Journalists are inundated with commentary, meaning the bar to be included in their articles is extremely high. Timing and relevance are everything, and the quotes that journalists choose to include are those that meet three key criteria.

Original – Journalists aren’t looking for recycled thoughts or conventional wisdom; they want a fresh perspective or a challenge to the status quo. Ask yourself: What are you saying that others aren’t? A unique angle not only grabs attention but also positions you as a thought leader.

Punchy – In a world of short attention spans, clarity and brevity are your best tools. A compelling opinion grabs attention in its opening line and leaves little room for ambiguity.

Evidence-backed – Data, case studies, or real-world examples lend credibility to your argument. Journalists are far more likely to take your opinion seriously if it is grounded in concrete evidence or proof-points, and will help your insights become a valuable contribution to the conversation.

The value of strategic silence

In today’s 24/7 news cycle and social media-driven world, the pressure to stay visible can tempt CEOs and brands to voice opinions on every topic—but this often does more harm than good.

Your PR strategy is like an elite athlete’s training regimen—designed for peak performance but balanced with strategic rest. Just as athletes know they can’t sprint every day without risking burnout or injury, your PR efforts can’t always be in overdrive.

Flooding the conversation risks media fatigue, and if you’re speaking just to stay visible, you’re more likely to be ignored. A constant stream of opinions on unrelated topics can come across as self-serving, making your contributions seem less thoughtful. This means it will become harder for your voice to stand out when it does truly matter.

Instead, strategic silence is often the smarter approach. By focusing on issues that align with your values, expertise, and audience interests, you ensure that when you do speak, people will listen.

How to find the right balance

Crafting and sharing impactful opinions requires more than just having something to say, it’s about ensuring your voice is heard, respected, and remembered. Following the below four steps will help your opinions hold real value:

Step 1: Find your angle – Identify where your expertise or values intersect with what’s currently relevant to your audience and the wider media landscape. Finding this sweet spot will ensure that your opinions feel timely and relevant.

Step 2: Clarity is key – You should be able to summarise your argument in one sentence. Avoid jargon or overly complex language. Particularly when it comes to technical or niche topics, the best opinions are those that a non-expert can understand.

Step 3: Choose the right platform – Not every opinion needs to be national headline news. Sometimes, it is better to be quoted in a targeted, highly relevant trade publication than a national news outlet. Consider whether social media, such as a LinkedIn post or YouTube video, might in fact be more appropriate. Match your message to the medium.

Step 4: Play the long game – Rome wasn’t built in a day, and neither will your brand credibility. Establishing a reputation as a thought leader or trusted voice in your industry requires consistent effort over time. Businesses that jump from topic to topic without a clear strategy may attract media attention, but they struggle to build lasting recognition. True remembrance requires a steady drumbeat of material on issues that audiences will gradually come to expect your opinion on.

Having an opinion is important—but knowing when to share it, who to, and on what platform is what builds trust, generates headlines and drives meaningful conversations.

Aspectus has been supporting clients on this journey for decades. Our media specialists, many of whom are former journalists themselves, understand the delicate balancing act between speaking up and staying silent. We help brands align their messages with their core values, craft fresh perspectives, and target the right audiences to ensure every opinion is remembered for the right reasons.

Get in touch here if you’d like to find out more how Aspectus can support you on this journey.

Key Takeaways:

Q1: Why is timing important when expressing opinions?
A1: Timing ensures opinions are relevant and attention-grabbingl. Speaking too soon or too late can dilute their value or relevance.

Q2: What makes an opinion impactful?
A2: An impactful opinion aligns with core values, adds fresh insight, and addresses audience concerns, making it meaningful and credible.

Q3: Why is strategic silence important?
A3: Silence prevents media fatigue and maintains credibility by ensuring opinions are shared only when they truly add value to the conversation.

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B2B Digital Marketing Trends to Watch in 2025

By Karina Bastille

Explore key B2B digital marketing trends for 2025, including video marketing, AI-driven personalization, E-E-A-T for SEO, in-browser LLMs, and influencer strategies. These insights will empower businesses to adapt, build trust, and achieve measurable success in a competitive landscape.

The digital marketing landscape continues to evolve at a rapid pace, and 2025 is going to continue to reshape how B2B organizations connect with their audiences. From the rise of AI-driven tools to the growing importance of authenticity, brands are being challenged to adapt or risk falling behind. Let’s explore the trends and tools that will redefine B2B digital marketing in the coming year, empowering brands to thrive in even the most complex and competitive markets.

Why Video is Essential for B2B Marketing in 2025

Video has solidified its position as a core component of B2B marketing strategies, with a sharp increase in B2B YouTube ads, short-form video and webinars over the past few years. In fact, a 2024 survey by Wyzowl found that 91% of marketers now use video in their campaigns. This surge in video usage has brought measurable results, with many businesses reporting significant improvements in key marketing objectives. Among the most notable benefits:

  • Increased Brand Awareness: 90% of marketers have seen higher brand visibility thanks to video content.
  • More Web Traffic: 86% observed greater traffic to their websites.
  • Better Lead Generation: 87% report an uptick in lead generation.
  • Higher Sales: 87% have seen an increase in sales conversions after incorporating video into their marketing efforts.

With B2B customer journeys becoming longer and more complex, video has emerged as the most effective medium for answering questions, building trust and nurturing leads throughout the buying cycle.

While all types of video content have their place, short-form videos—particularly those lasting between 30 and 60 seconds—have proven to be the most effective. We’ve begun to see how important it is in B2B with the latest video ad features on LinkedIn. They strike the right balance between delivering valuable information and maintaining viewer attention in an increasingly distracted world.

E-E-A-T: The Cornerstone of 2025 SEO Strategy

The rise of AI-generated content has led to a flood of low-quality, generic material being churned out daily. To combat this, Google is placing greater emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) to ensure high-quality content rises above the noise, combats misinformation and aligns with user intent.

This shift isn’t just driven by Google—B2B buyers are also feeling the strain of content overload. According to a 2023 report from Demand Gen, 54% of B2B buyers feel overwhelmed by the sheer volume of content available and believe much of it lacks the quality they need. Combined with a growing demand for human authenticity and connection, adhering to Google’s E-E-A-T guidelines has become essential for creating content that stands out.

Although there are many ways to start implementing E-E-A-T strategies to supercharge your SEO, one simple yet impactful tactic for 2025 is to focus on building out detailed author bios. Today’s users crave a human touch in the content they consume. By dedicating time to crafting well-rounded bios that highlight the author’s credentials, experience, and relevance to the topic, you not only humanize your B2B content but also enhance all areas of E-E-A-T.

In a crowded digital space, prioritizing quality, credibility, and a human-centric approach ensures your B2B content earns trust—both from search engines and your audience.

The Role of Hyper-Personalization in Account-Based Marketing

Hyper-personalization is reshaping the way brands build and nurture customer relationships, going far beyond traditional customer segmentation. Whereas segmentation only groups consumers with similar traits and demographics, hyper-personalization tailors experiences to the individual by levering real-time data. This includes insights into a customer’s behavior, preferences, and interactions to create a truly unique and meaningful journey for each person.

Hyper-personalization is particularly impactful in account-based marketing (ABM), where personalization has long been a core strategy. In fact, according to a 2019 Forrester study, 56% of marketers strongly agree that personalization is essential to ABM strategy success. We’ve seen this play out in various ABM tactics, such as customized email campaigns, tailored landing pages, and content created specifically for target accounts.

However, AI is taking hyper-personalization in ABM to the next level by opening up new opportunities for precision and scalability. Some examples include:

  • In-depth customer analysis with intent data: AI platforms analyze vast amounts of online behaviors—such as search queries, content consumption, and social activity—to uncover buying signals. This enables B2B marketers to identify, prioritize, and convert high-intent accounts more effectively and efficiently.
  • Improved lead scoring through predictive analytics: Traditional lead scoring methods, reliant on static rules and manual inputs, are being replaced by AI-driven predictive analytics. These systems dynamically evaluate account behavior and engagement to predict which leads are most likely to convert, allowing marketers to focus their resources on the highest-value opportunities.
  • Automated engagement with AI-powered chatbots and virtual assistants: AI B2B tools streamline interactions at scale, ensuring that high-value accounts receive timely, personalized engagement. Chatbots and virtual assistants can handle follow-ups, answer questions and guide accounts through the buyer’s journey—delivering consistent and tailored experiences 24/7.

By combining hyper-personalization with AI, B2B marketers can transform their ABM strategies to deliver the right message to the right account at the right time, driving higher engagement and faster conversions.

In-Browser LLMs: A Game-Changer for Real-Time Marketing

Generative AI has made impressive strides in recent years, largely driven by advancements in Large Language Models (LLMs). However, traditional LLMs are typically large, compute-heavy systems that rely on complex infrastructure and multiple intermediaries. This can be inefficient and costly, especially when applied to real-time, interactive marketing experiences.

Enter in-browser LLMs—a game-changing innovation that aims to simplify and enhance AI-driven interactions. Just like the name suggests, in-browser LLMs integrate high-performance language model inference engines directly into browsers, eliminating the need for bulky, centralized models. Unlike traditional LLMs, which are trained on static, large datasets, in-browser LLMs are designed to interact with web content in a dynamic, context-sensitive manner. By analyzing user behavior, preferences, and the content of websites, in-browser LLMs deliver more personalized, relevant responses in real-time.

We predict in-browser LLMs will become a staple in marketing moving forward since it enables marketers to generate tailored content, conduct sentiment analysis, and enhance customer interactions at scale. Additionally, businesses can now streamline B2B digital marketing processes within an organization on a browser-level. A preview version of an in-browser LLM is already available on Chrome, which will allow websites to use Chrome API for LLM functionality directly within a visitor’s browser. This capability operates both online and offline, enabling marketers to offer seamless, tailored experiences without relying on external servers or cloud infrastructure.

The Growing Influence of B2B Influencer Marketing

As AI-generated content becomes more prevalent, consumers are becoming increasingly adept at distinguishing between content created by humans and content produced by machines. This shift has heightened the demand for authenticity in marketing, making it crucial for brands to establish genuine connections with their audiences. One strategy that has gained significant traction in 2024 is influencer marketing, which, once viewed primarily as a B2C tactic, has now become essential in the B2B space.

In fact, LinkedIn reports that 73% of decision-makers find thought leadership content from organizations more trustworthy than traditional marketing materials. This statistic underscores the growing importance of leveraging trusted voices in B2B marketing. By tapping into the credibility of influencers, businesses can deliver valuable insights and foster trust with their audience.

Final Thoughts

B2B digital marketing is evolving faster than ever, driven by advancements in AI, the demand for authenticity and changing audience behaviors. In 2025, strategies like video marketing, hyper-personalization in ABM and influencer partnerships are proving essential for cutting through the noise, building trust and driving meaningful engagement. Meanwhile, innovations like in-browser LLMs and a renewed focus on E-E-A-T are setting new standards for content quality, performance and user experience.

To thrive in this rapidly shifting landscape, B2B brands must remain agile, embracing these trends while keeping the human element at the forefront. By leveraging AI for smarter insights, crafting authentic content and aligning strategies with user intent, businesses can position themselves as industry leaders in 2025 and beyond.

Let us help you become an industry leader in your complex industry by contacting us today.

Key Takeaways:

  • Q1: Why is video critical for B2B marketing in 2025?
  • A1: Video enhances brand awareness, web traffic, and lead generation. Short-form videos are particularly effective for engaging and informing B2B audiences.
  • Q2: What role does E-E-A-T play in SEO strategies for 2025?
  • A2: E-E-A-T ensures content quality and trustworthiness, addressing the demand for human authenticity and combating low-quality, AI-generated material.
  • Q3: How is hyper-personalization transforming ABM?
  • A3: By leveraging AI for real-time data and predictive analytics, hyper-personalization tailors marketing to individual accounts, improving engagement and conversion rates.

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