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A human approach to B2B marketing can breathe new life into customer relations

Building on the findings from our 2025 B2B Touchpoint Trends Report, Olivia Harry, our Creative Associate Director, shares her thoughts in The Drum on how a human-first approach is reshaping B2B marketing.

From balancing function with emotion to evolving brand voice and the rise of new awards categories, Olivia highlights the increasing importance of human connection in B2B.

Read more here: https://www.thedrum.com/opinion/2025/02/04/human-approach-b2b-marketing-can-breathe-new-life-customer-relations

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TP-Link picks Nelson Bostock as B2B and B2C PR agency of record

We’re excited to announce that we have been appointed as the B2B and B2C PR Agency of Record for TP-Link UK Limited.

As their unified, proactive press office, we’ll be driving greater awareness of TP-Link’s innovation, quality, and reliability. Together, we will change the conversation around connectivity in the UK, showcasing the unmatched value TP-Link brings to the market.

Read more here.

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Nelson Bostock hires former Clarity partner Holly Hunter

We are very excited to welcome Holly Hunter to Nelson Bostock as our new Managing Partner.

With over a decade of in-house and agency comms experience, Holly brings expertise in leading integrated communications for top technology brands and we’re thrilled to have her on board!

Read more here.

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What really is a ‘hot topic’ of conversation?

Exciting things are happening at Nelson Bostock…

Our new series, In Conversation, where leaders in PR, comms, and marketing sit down for a conversational pulse-check across B2B, is live on LinkedIn.

Hosted by our very own Olivia Harry, Creative Associate Director, and George Pope, Senior Account Director, each instalment features our guests sharing their experiences and exploring the topics that drive industry-wide conversation: how brands can harness it, shape it, and change it to their business advantage.

In our very first instalment, our host Olivia Harry is joined by Tim Brennan to discuss “What really is a ‘hot topic’ of conversation?” From storytelling and the power of perspective to the tools we use in building relevance, differentiation, and authenticity for brands—Olivia and Tim discuss the key drivers that shape and lead impactful stories.

Join the conversation here.

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Scaling PR and comms into new markets: Why, when and how?

In the latest episode of In Conversation, our host George Pope sits down with Holly Hunter to discuss scaling PR and communications into new markets.

Together they debate the drivers behind expanding in specific geographies, addressing reputation challenges, boosting sales, and when it might not be the right time to invest. If a market isn’t a priority or there’s external pressure, it may not make sense to launch a proactive programme just because there’s budget.

From exploring new markets to finding the right agency partner, this episode offers actionable advice for effective PR scaling.

Join the conversation by watching here!

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National Physical Laboratory hires Nelson Bostock as agency of record ahead of 125th anniversary

We’re excited to share that we’ve been appointed as the PR and Communications agency of record for the National Physical Laboratory (NPL).

Partnering with NPL is an incredible opportunity to shine a light on their vital role in science, engineering, and technology.

We can’t wait to collaborate with their in-house team to amplify their work and make their 125th anniversary in 2025 a defining moment with worldwide impact.

Read more here.

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Why daring to ditch fear creates a distinct advantage 

You can’t safely go where no-one’s gone before. 

There’s a silent killer that’s been stalking the B2B marketing world for years now. It’s not AI. It’s not dwindling budgets. It’s not a lack of appetite for content. It’s dullness. Dull, boring B2B. And that’s because too many brands play it safe in a market where complexity reigns.  

The intricate nature of B2B transactions means brands tend to choose bland, inoffensive messaging over ‘take-notice’ creativity to avoid confusion. Or mistake professionalism for a trunk full of jargon. And even opt for carbon copy sameness based on a competitor’s perceived success. The result? Buyers can’t distinguish one brand from another. 

But no-one wins big by playing it safe. B2B brands need to care more about being memorable and distinctive. That’s when serious sales happen. As part of our ongoing series on the importance of distinctiveness in marketing, let’s turn our attention to emotion – and one in particular. 

The fear factory setting 

It’s a universal truth that an emotional pull is the most effective form of persuasion. By creating that personal driver, there’s suddenly an emotional investment backing up what might otherwise be a dry, rational buying decision.  

But there’s a worrying trend where brands – specifically B2B – are becoming overly reliant on just one emotion: fear. Whether that’s done by creating scarcity or simple urgency, we see it everywhere now with campaigns warning B2B buyers “don’t get left behind” or “act quickly before it’s too late.”  

Marketers are continually tapping into the ‘fear factor’ because B2B typically involves bigger purchases than B2C, and thus bigger risks. Higher stakes, more hoops to jump through and more decision makers to please give rise to the fear of getting it wrong. There’s a fear of causing economic loss, experiencing professional embarrassment or being sent to the back of the competitive queue. And, of course, there’s now loads of tech-fuelled FOMO in this space.  

Naturally, many B2B brands now rest their hat on promoting themselves as the safest choice in the face of business hardship. While this currency of reassurance can be effective, it’s a mistake to think fear should be the go-to emotion for every campaign.  This default strategy means businesses are missing out on the full kaleidoscope of emotions to engage audiences – where’s the joy, amusement, surprise, even envy? Take the most successful B2C campaigns, the ones that stay in your memory for months, even years. They use a range of emotions. Some might cause alarm, but they also make you smile, laugh, tear-up, gasp… and that’s why B2C is often more exciting and enticing.  

There’s a curious irony here – fearmongering itself has become the safe option. Lots of brands are banking on using the ‘fear factor’ for sales conversion but are too reluctant to explore alternative marketing methods themselves. So, at the end of the working day, fear is no longer very distinctive. 

What difference does distinctiveness make anyway?  

If sales success is the ‘what’, then distinctiveness is the ‘how’. By diversifying the way they harness different emotions, B2B brands can foster deeper relationships with buyers.  

Using a broader range of emotions not only provides a more balanced and compelling narrative, but also reflects a more nuanced understanding of B2B decision makers – who are, after all, people who experience all these emotions. And people are often not very logical or rational in their motivations.  

B2B purchasers are almost 50% more likely to buy a product or service when they see personal value — such as opportunity for career advancement1

Google’s 2012 findings about B2B buyers still ring true today. It’s that personal value, established through an emotional connection, which keeps buyers invested. And how did that come about? By being distinctly memorable and relevant – with inspiring content that doesn’t just rely on the one-trick-pony of jeopardy, but deeply resonates with the right audience, at the right time.  

Evoking different emotional responses in decision makers helps you cut through the market. It’s not about being brave. Or being different for the sake of it. It’s about recognising that a set of distinctive brand assets leads to top-of-mind awareness. 

So, when your next creative campaign opportunity comes knocking, try branching out from familiar territories where your scope for impact is limited. Because once your brand nails this distinctive quality in its marketing, you’ll start to truly stand out. 

Keen to know how to make your B2B content emotionally compelling and break boundaries?

Sign up for the next piece in our distinctiveness campaign. 

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What type of bland are you?

Get ready to dive back into the world of brand distinctiveness with some exciting insights from Breaking B2B Boundaries. 

It’s not every day you see Taylor Swift, Dishoom, and Boris Johnson mentioned in the same breath, especially when discussing B2B branding. But we’ve crafted an intriguing exploration on how to break away from the bland and make your marketing unforgettable.

As part of our ongoing campaign on the importance of content distinctiveness, this edition helps you avoid common dull mistakes—from the “stuck next to at a dinner party” kind of boring to the “political playing to the crowd” type of dull.

Curious to find out what type of bland you are?

Download our guide and dive in to discover more!

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The Cost of Being Dull

All Beige Everywhere 

Well-meaning attempts to optimise marketing has created a wave of mediocre content. Marketing materials – from copy to designs and concepts – now often take on a cookie-cutter look and feel. This approach naturally nudges everything towards the middle ground, stripping away most elements of character and creativity. 

Throw in the rise of AI tools like ChatGPT, Midjourney, and others, which are now being increasingly used to churn out AI-generated content, and ‘samey-ness’ and uniformity have become the common replacement for the distinctive or idiosyncratic. One thing is now more evident than ever – having a unique voice puts you in the minority.  

The Rise of the Dull-bots 

Algorithms have become agents of endless repetition, feeding their propensity to serve us more of the same. Faced with increasing pressure each year to deliver ever-improving results, brands are taking fewer risks, often happy to stick to the same ‘safe’ ideas. 

Typically, there’s a tendency for brands to focus too narrowly on performance marketing metrics. These metrics cater to in-market buyers and assume a level of pre-existing engagement. As a result, marketers frequently fall into the trap of repeatedly serving the blandest thing on the menu.  

This cautious approach creates a paradox. Historically safe approaches – like hedging bets and not taking strong positions on divisive topics – have become the riskier option. In an environment where differentiation is key, following a well-trodden path is likely to leave you wandering in circles. 

Ultimately, this mentality saps the excitement from creative ideas. It also dilutes their impact, reducing complex, nuanced content to a mere number that determines success or failure. 

The Price of Being Like Everyone Else 

Brands must realise that mediocrity comes with a price. While it may seem that ‘playing it safe’ saves or even generates money, in fact the reverse is true.  

Boring advertisements could cost advertisers £10 million more to get the same share of voice impact as more engaging ads. Simply put, if you’re willing to spend an extra £10 million for the same effect, then being boring might seem justifiable. 

As the world of marketing grows more competitive, even brands with a monopoly on their industry can’t rely solely on their budgets to capture the largest market share. The crucial currency today is not money – it’s intrigue. This remains the only effective antidote to the pervasiveness of dullness. 

Want to know how to make content that avoids the dull trappings?

Follow us for the next piece in our content distinctiveness campaign. Next week you’ll be able to read our latest blog that outlines the specific types of dullness that exist in the marketing world right now and ways you can break away. 

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Welcome to Breaking B2B Boundaries

B2B marketing has long been thought of as B2C’s unattractive sibling. 

But, we’re challenging this stereotype head-on with our thrilling new thought leadership series, Breaking B2B Boundaries. In today’s saturated market, not only is it crucial to stand out—it’s essential to thrive. 

Get ready because, over the next several months, we’ll be your guide through the complex terrain of building a standout brand identity. We’re armed with groundbreaking insights from industry leaders, actionable strategies from our foremost experts, and the latest trends analysed through rigorous scientific research. Expect comprehensive discussions covering everything from; crafting engaging content that resonates with your audience, to implementing the most effective digital marketing techniques, to deploying sophisticated communication strategies that cut through the digital noise. 

Our journey will begin with a deep dive into the concept of brand distinctiveness—what it means, why it matters, and how you can achieve it in your own B2B endeavours. If you believe, like we do, that B2B marketing harbours immense untapped potential, then you won’t want to miss what we have in store. 

Join us as we slice through the mundane and chart new territories in business innovation. With Breaking B2B Boundaries, we’re not just observing industry changes; we’re driving them. Let’s innovate, inspire and disrupt together. It’s time to transform B2B marketing and move towards exciting, new horizons.

Keep watching your emails, our website and socials for our content releases. Let’s make some noise together!