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Category: Aspectus

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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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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Beyond the exchange: strategic comms will distinguish leaders from laggards as data-strategies dominate

By June Chung, Capital Markets

Strategic communication is vital in helping financial market infrastructures (FMIs) navigate the transition towards data-driven business models. They go beyond simply shifting media focus from traditional markets, by helping firms build trust, communicate value, and stand out amid competitive pressures, regulatory scrutiny, and the evolving demands of a data-centric landscape.

This blog explores the key role specialist communications agencies must play for financial market infrastructure firms over the coming year, with 2025 set to see the transition towards data-rich strategies gather even greater momentum.

As financial market infrastructures (FMIs) increasingly shift their focus from traditional exchange operations to data and analytics-driven business models, the momentum behind operational realignment continues to define the industry landscape. Notable examples, such as the London Stock Exchange Group’s (LSEG) recent sale of its stake in Euroclear and Intercontinental Exchange’s (ICE) divestment two years ago, underscore this long-term trend. Yet, last year revealed that transitioning business models are only part of the challenge; strategic communication around these shifts also remains paramount in navigating the complex terrain of perception, competition, and growth.

LSEG’s challenges in its equity markets last year highlighted this point starkly. It saw a record number of delistings and the lowest volume of IPOs in years. The much-anticipated Canal+ float added to the strain, with a disappointing debut that saw shares plunge on its first trading day. Despite representing a comparatively smaller part of LSEG’s operations, equity market performance disproportionately dominated media narratives, overshadowing its strides in diversifying revenue streams. This underscores the increasing importance of effective storytelling and narrative management in aligning public perception with strategic goals.

As 2025 gets going, the role of considered communications strategies in facilitating this narrative evolution will become even more critical. With FMIs continuing to pivot toward data-centric operations, these agencies will serve as indispensable partners in crafting multifaceted narratives, managing reputational risks, and communicating complex value propositions in layman’s terms.

Transparency and trust

Operational restructuring demands clear, consistent, and transparent messaging to all stakeholders. Whether addressing external concerns from investors and regulators or managing internal expectations, proactive communication fosters confidence and trust. This is particularly important when firms aim to shift media attention from underperforming traditional operations to the transformative potential of data-driven models.

Capital markets PR agencies are uniquely positioned to help FMIs navigate this process. They can craft narratives that reassure stakeholders of the firm’s commitment to its core principles, while emphasizing the added value of its evolving business model. This balance is essential in maintaining trust during periods of significant change.

Standing out from the competitive crowd

The race among FMIs to dominate lucrative data, analytics, and technology markets has intensified competition. In this crowded field, the ability to stand out depends on more than just operational capabilities; it hinges on compelling storytelling and strategic marketing.

A multi-channel communication strategy that combines earned media, thought leadership, and targeted marketing can amplify a firm’s unique value proposition. By highlighting how its solutions address specific industry needs or offer differentiated advantages, FMIs can build stronger brand equity and maintain a competitive edge.

Protecting and sustaining growth

Reputation management has perhaps never been more crucial for FMIs. Not only do they face increasing regulatory scrutiny, but they must also navigate it while venturing beyond the constraints of their traditional roles. The heightened expectations of compliance and transparency demand unprecedented operational vigilance and, critically, enhanced crisis resilience.

Capital markets PR agencies play a pivotal role in helping firms manoeuvre this evolving regulatory environment. By fostering proactive engagement with policymakers and developing crisis communications plans, these agencies ensure firms can effectively respond to challenges without compromising innovation. Striking the right balance between compliance, transparency, and strategic growth is essential to sustaining long-term success.

Shaping the future narrative

As FMIs continue their evolution toward data and analytics-driven business models, strategic communication emerges as a key differentiator in achieving diversified growth. Beyond simply redirecting media focus, capital markets PR agencies help firms build trust, articulate value, and manage reputational risks in an increasingly competitive and scrutinized landscape.

This year, the ability to craft compelling narratives that resonate with stakeholders will separate the leaders from the laggards in the capital markets sector. By investing in strategic communications, FMIs can not only navigate the challenges of transformation but also position themselves as pioneers in shaping the future of the space.

Key Takeaways:

  • Q1: Why is strategic communication important for FMIs in 2025?
  • A1: Strategic communication helps FMIs manage perception, build trust, and align stakeholders with the firm’s evolving business model, ensuring competitive growth.
  • Q2: How can FMIs stand out in a crowded data-driven marketplace?
  • A2: By using compelling storytelling, multi-channel marketing, and thought leadership to highlight unique value propositions and address industry needs.
  • Q3: What role do PR agencies play in FMI transitions?
  • A3: PR agencies craft narratives, manage reputational risks, and support compliance efforts, balancing transparency with strategic growth.

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Communicating B2B ESG in the Middle East

Estimated read time: 6 minutes 

Our recent whitepaper, Marketing ESG in 2024: Risks, Rewards & Riddles, lifted the lid on what marketeers and comms professionals really thought about ESG in their roles. In this follow-up, we take a look specifically at the Middle East data from the wider research.  

The original survey polled 418 senior marketing decision makers across the energy, financial services and technology sectors, split evenly across the APAC, Middle East, UK and US Markets. 

Attitudes to Middle East B2B ESG Communications: What do comms and marketing professionals think? 

Professionals in the Middle East have strong opinions on whether ESG poses more of a risk or an opportunity from a comms perspective. Eighteen percent see it as mainly a risk with little upside opportunity – behind only the US (20 percent). On the other hand, 20 percent see it as more of an opportunity with little risk – more than elsewhere.  

Yet, we don’t see the same strong responses when asking whether ESG is incorporated into the organization’s comms strategy. Nineteen percent apiece report it is either a core strategic priority or a non-core priority theme, but the largest group is lukewarm: 22 percent communicate around ESG to some extent, but feel they could do more.  

However, the overall picture is that ESG is being included. The Middle East ranks above average for all of these response options (see Figure 2), which can be broadly grouped as positive. It ranks below average for professionals saying they avoid the topic wherever possible. 

However, beyond the comms and marketing function, only 14 percent of professionals in the Middle East report ESG as a core strategic priority for their organization, with a further 11 percent saying it is a non-core strategic priority, and 14 percent saying it is important but not a strategic priority. For all of these responses, the Middle East lags below the average, yet it has the most respondents of our regions describing ESG as a ‘nice to have’ at the organizational level (26 percent). It also has the most respondents (18 percent) saying it is not important at all. 

What are we to make of this tension between the fact that professionals report above average engagement with ESG in the communications strategy, but below average in the overall organizational strategy? 

Astrid French, Head of Middle East at Aspectus, warns against jumping to quick conclusions: “While in European markets, for example, there are a host of regulations making ESG a firm business priority, in the Middle East, these regulations are at an earlier stage. As a result, we’re often seeing marketing and comms leading the way in bringing ESG to the table, though in the coming years it will climb the corporate agenda too.” 

Indeed, there seems to be a strong undercurrent of enthusiasm for ESG in the region. On a personal level, 24 percent of our respondents say they care deeply about all aspects of ESG, and 22 percent say they care deeply about at least some aspects. Another 24 percent care a little about ESG, and only 19 percent don’t really care at all. That’s 70 percent who care about ESG to at least some extent on a personal level versus 19 percent who don’t, giving every indication that ESG will become more prominent in the region. 

Care and consequences: Are Middle Eastern professionals properly supported? 

We also asked whether B2B ESG communications and marketing professionals feel adequately supported in communicating around ESG. In this respect, 37 percent believe they have a good degree or all of the resources they need to do their job effectively, while 43 percent believe the opposite. Middle Eastern professionals are broadly in line with their international peers in this respect, with the largest group considering themselves to have some resources and support, but not enough. 

To communicate messages around ESG that professionals do not feel are fully appropriate or justified can introduce very real reputational risk. Professionals must be given all the support and resources they need to avoid these situations. 

French comments: “As ESG gains momentum in the region, dedicated resources for comms and marketing teams will follow, with investments in this space already underway. In the interim, an effective route can be to partner with a third-party who is experienced in the space.” 

Facing the future: Is ESG here to stay? 

According to 47 percent of our global respondents, ESG is a passing trend that will disappear, or at least subside. Middle Eastern professionals have a different view. 

Less than a third (32 percent) of Middle East B2B ESG communications professionals think ESG has a limited shelf life – fewer than anywhere else. And though about an average proportion (eight percent) thinks it will endure in its current incarnation, the most widely held view in the Middle East is that it will evolve rather than disappear (41 percent versus 28 percent average). 

Furthermore, though Middle Eastern professionals are more likely to say that ESG will evolve as a concept than their peers elsewhere, they are actually more comfortable with the term itself. 

Forty-two percent of professionals say they think the term ESG works well, which splits into 20 percent who are satisfied with the term as-is, and 22 percent who think it works but needs better messaging. This compares to 38 percent in the US and 40 percent in APAC (the UK figure is also 42 percent). Just 17 percent – fewer than elsewhere – say ESG needs a new name. 

Therefore, barring a significant minority who don’t think we should talk about ESG at all (17 percent – curiously higher than elsewhere), Middle Eastern professionals are as satisfied as anyone with the phraseology around ESG. In that case, it stands to reason that the expected evolution refers more to the application of the concept than its definition and description. 

French concludes: “ESG is on the ascendancy in the Middle East and I think, as more professionals embrace it, enthusiasm and commitment will grow. The essential thing is to make sure that appropriate resources then follow.” 

Want to know more about the practical and strategic considerations for effectively communicating your ESG efforts? Download our ESG whitepaper. 

Key takeaways: 

Do Middle East B2B ESG communications and marketing professionals think of ESG as more of a risk or opportunity? 

Respondents are polarized: more professionals are bullish on the opportunities than elsewhere, but the region also has the second highest proportion saying the opposite (behind only the US). 

Do Middle Eastern communications and marketing professionals care about ESG? 

At least 70 percent care about ESG to at least some extent, highlighting its growing importance in the region. 

Do Middle East communications and marketing professionals have enough resources and support to communicate around ESG? 

Across the board, our respondents report needing greater support and resourcing to communicate effectively around ESG. Middle Eastern professionals are no different, with the largest group saying they have some support but not enough. 

Do Middle Eastern communications and marketing professionals think ESG is here to stay? 

Fewer Middle Eastern professionals think ESG will subside or disappear than elsewhere, with a large proportion believing it will undergo some sort of evolution in the future. 

About the author: 

Chris Bowman is an Associate Director at Aspectus and co-leads Aspectus’ ESG services. His experience is primarily in the energy and financial services sectors, and Chris specializes in brand strategy and messaging. He recently completed a short course on Sustainability Communication Strategies from the LSE. 

Read more from this series:

Communicating ESG in B2B Financial Services & Capital Markets: what professionals really think

Communicating ESG in B2B Energy: what professionals really think 

Communicating ESG in B2B Tech: what professionals really think

Communicating ESG in the UK: what professionals really think

Communicating ESG in APAC: what professionals really think 

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