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.
What’s next for B2B branding and customer experience?
Econsultancy spoke with four B2B experts to explore trends shaping 2025—like the rise of generative AI, budget challenges, and how brands connect with their audiences.
B2B branding is evolving and our Managing Director, Lucy Watson, shared her predictions on how emotional resonance and AI-driven insights will be key drivers of this change.
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.
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.
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.
A few weeks on from our panel event, The Media Reshuffle: Where is B2B Conversation Going? and we’re still reflecting on the valuable insights shared by our experts. During the event, we explored the shifting landscape of B2B communications, from the changing role of social media to the growing influence of B2B influencers and the increasing importance of search visibility.
We’ve compiled some of the standout advice and learnings from our panellists. Whether you’re looking to refine your digital marketing strategies, invest in influencer opportunities, add SEO to your earned strategy or just drive a more authoritative and authentic brand presence – these insights are packed with practical takeaways. Have a read below.
Hear from the experts
OLIVIA HARRY Associate Creative Director, Nelson Bostock
“Influencers are becoming an increasingly important part of the B2B marketing mix, with 90% of every B2B sale influenced by word of mouth. However, one point raised during the panel session was the role of ‘influential’ people, alongside ‘influencers.’ Of course, the latter is determined largely by follower count, but actually B2B brands can get huge bang for their buck by identifying influential individuals to partner with. These individuals may have a smaller following, but they deliver huge impact – they drive engagement and have great untapped persuasive power amongst their audience.
These individuals are also likely already in existence within your pool of employees, making them a great untapped opportunity to reach audiences in an authentic way. But it’s key that brands don’t try to turn these individuals into something they aren’t – stick with formats, topics and a tone they know and are comfortable with. Their personality is the secret ingredient to building memorable, lasting connections with audiences.”
ROI PEREZ Senior Digital Strategist, Human Understanding Lab
“The B2B comms landscape is shifting fast. What used to be a predictable mix of LinkedIn posts, whitepapers, and trade shows is now being disrupted. B2B brands are showing up on TikTok, using humour, storytelling, and behind-the-scenes content to spark interest.
It’s a reminder that B2B buyers are still people. They scroll, they swipe, and they’ll engage if what you’re sharing is worth their time. Entertainment, intrigue, and clear value matter more than ever. Now is a good time to take a hard look at your channel stack. Are there new spaces where your brand should show up? Are you meeting potential clients where they actually are?”
BEN WALSH Marketing Director, UK&I, TP-Link
“Start with exploring the research. The landscape is shifting, creating more opportunities for human influence, especially through person-to-person, influential communication. This shift gives B2B brands a real chance to be more human in how they engage and connect, and that’s exciting.
It’s worth exploring what that means and the broader implications it has. Search is also a huge topic, how discovery is evolving, and what that means for brands. All of it is exciting and full of opportunities.”
REJOICE OJIAKU SEO Manager, Nelson Bostock
“The impact of social search and AI-powered search engines on B2B is on the rise. With decision-makers increasingly turning to LinkedIn, YouTube, and even TikTok for insights, they’re making social platforms essential search engines in their own right. Content must be optimised for visibility within these ecosystems.
At the same time, AI-powered search—from Google’s Search Generative Experience to ChatGPT—is reshaping discovery, prioritising authoritative, structured, and semantically rich content. B2B marketers must now balance traditional SEO with AI-driven search, ensuring content is both keyword-optimised and machine-readable.
B2B influencers are also playing a bigger role. Once a B2C tactic, industry experts and thought leaders now drive conversations and influence decisions, performing well in both social and AI search.
In essence, the panel discussion reinforced the need for a holistic content strategy—one that integrates SEO, social-first thinking, and influencer partnerships to meet audiences across a fragmented, multi-channel discovery journey.”
BEN CULLEN Planning Lead, Nelson Bostock
“Let’s start with what not to do. What you should not do is try to be on every channel just for the sake of it—without truly understanding the platform, its audience, and why you’re there in the first place. And then there’s AI. If you’re just using it to churn out a high volume of content to look busy, you’re not adding value—you’re actually damaging your brand.
What you should do—and this probably won’t surprise you—is take a step back. Start with a clear strategy and a strong understanding of your brand identity. Then, be intentional about which channels you use. Know what works well on each platform and where your strengths lie.
From there, focus on executing a story that resonates with your audience. And when it comes to influencers, you might not need to be active on every channel yourself, but leveraging the right voices on the right platforms could be the key to telling your story effectively.”
Do you still have questions? Our experts are ready to continue the conversation.
The world of B2B communications and marketing is undergoing a seismic shift. As audiences become more demanding of the brands that seek to capture their attention, functional, feature-first messaging that’s long been a hallmark of B2B brands is no longer enough. The answer? Brands seeking a deeper connection with their audiences need to start embracing a more human and emotionally resonant approach.
Download our 2025 B2B Touchpoint Trends Report
At Nelson Bostock, we know that creating a meaningful connection starts with understanding. That’s why our Human Understanding Lab, a 120-strong team of neuroscientists, behavioural scientists, data analysts and technologists, has applied an insight-driven lens to analyse key communication and marketing touchpoints across 150 B2B brands. From tone to channels and messaging to influencers, we’ve gained unique insights into what the B2B conversation will look like in the year ahead.
Using insights from our Human Understanding Lab, the Trends Report uncovers:
– What topics trended in 2024, and why they resonated
– Where these conversations gained traction
– Who drove the dialogue
Learn how these insights can help brands not only join, but lead the conversations shaping their industries in 2025 and beyond.
We evaluated more than 50 B2B campaigns that were shortlisted for awards in 2024. It turns out that over a fifth of campaigns were purpose-focused, while nearly a quarter (23.5%) used humour or fun to convey their message.
Generative or Generic?
It won’t come as a shock that AI was the biggest buzzword (well, initialism) of 2024. Our audit of nearly 150 B2B brands – analysing over 2 million words from their LinkedIn and X posts – revealed that ‘AI’ was used nearly four times more than the second-most used buzzword, ‘Data’..
The Big Picture
It seems men still dominate the visual language of B2B brands, with images tagged ‘man’ by our AI models used over 14,000 times (14,263). That’s over triple the number of women found in images (3,915).
B2B Channel Wars
LinkedIn is surging in popularity amongst B2B brands and influencers. According to LinkedIn’s own data, there has been a 35% increase in C-suite professionals in the US on LinkedIn over the last five years, and a 30% rise in the UK.
Building B2B Influence
We often think of influencers as the preserve of B2C communication, but the reality is they are even more important in B2B communication. In fact, 90% of every B2B sale is influenced by word of mouth, compared to just 50% in consumer purchases. So, it should be no surprise that businesses are investing heavily in building the profile of their senior executives.
For years, ‘unconscious bias’ was understood to be a distinctly ‘human’ problem. Now, with the increasing uptake of AI, and on the heels of suggestions it could solve our bias problem, understanding where the human influence in AI ends is more important than ever.
Can AI help?
Unconscious bias is a key term in conversations concerning Equality, Diversity and Inclusion (ED&I). It refers to unintentional forms of discrimination or stereotyping based on a person’s characteristics, such as race, sexuality, gender, religion, or age, and it can often lead to unintentional favouring or disfavouring of certain groups or outcomes.
As unconscious bias stems from the negative stereotypes we don’t know we might have absorbed, many have suggested that AI could potentially play a part in removing bias. After all, it’s not human, doesn’t have opinions, and should be entirely data-driven.
Corporations are beginning to utilise this more and more, particularly in recruitment, marketing and PR. That’s because AI can provide key insights into audiences and candidates, as well as analyse bias in our own work that we may not necessarily see.
For example, AI has been used by multiple corporations in their recruitment process, specifically to write job descriptions. The technology can help identify potentially problematic terms and phrases and provide inclusive alternatives. This can include things such as removing gender bias in descriptions typically tailored towards a certain gender, to challenge those stereotypes and encourage people outside of a usual target group to provide new opportunities.
Is it really that simple?
Unfortunately, when it comes to AI, nothing is.
As with anything else human-made, AI can easily pick up our own unconscious biases. It’s therefore incredibly important to challenge whether the data that has been used to educate it, was entirely neutral.
I recently had a conversation with AI, where I tested its capabilities from an ED&I perspective. I asked a popular AI tool to create me a variety of football kits based on different themes. Whilst the themes were all very respectfully dealt with, there was one issue that cropped in every single kit it designed for me – every single one was for a male body.
Have a look:
Interestingly, the designs make it clear that the data AI has gathered about football has noticed the unconscious bias many of us have around football being a ‘men’s sport’. After all, the cold-hard data likely shows that men are typically more interested in football than other genders – mens sport is more widely shown, has a longer history, and will return more search results online.
With this information, the AI has created kits that are suited for the biggest target market, as it understands this as being the way of them being typically designed. In doing so, it perpetuates the biased idea that football kits should first and foremost be more men.
What can we do?
With the knowledge that the data underlying the AI could potentially hinder the ED&I process, it complicates the role AI can play in helping to remove or detect unconscious bias.
For example, if you ask AI to recruit candidates for a job in STEM, it would analyse information online around “good” candidates, track that men are typically more likely to be hired in this field, and so would search for male candidates, not understanding that woman have systematically been alienated from this career area.
All that being said – it doesn’t mean that we should remove AI from the equation altogether. It can still help! In many ways, AI is simply an extension of ourselves, a human that doesn’t need a lunch break or 8 hours of sleep, but does require constant education and training in order to evolve to be a better version of themself.
And, as shown in the conversation pictured above, AI is able to provide information and content that can benefit the ED&I agenda – we just need to instruct it accordingly.
What does ‘good’ ED&I prompting look like?
Once you understand AI’s particular pitfalls, you can navigate around them. In ED&I spaces, that often means remaining mindful of the need to challenge responses to widen the representation within them, or challenge a stereotype.
It comes down to the difference between ‘equality’, and ‘equity’. On the top line, AI may help with equality – which assumes that everyone ought to be on a level playing field – but it hinders equity, as it isn’t built to lift marginalised communities up.
When prompting for ED&I purposes, consider these three tips:
Be specific Create a unisex football kit based on traditional Metal music graphics, include kits for all ages, genders, and abilities.
Indicate tone and feeling
The results should be playful
Suggest a source
Take inspiration from the latest England football kits
The more considered and aware we are when prompting, the more useful AI will be.
It’s official, high-drama-election-fever has begun…
For the next two weeks, the general election is going to carry on being the biggest thing in the news. It’s’ already drowned out other big business stories. Did you hear about the AI Summit in South Korea? Huge Ticketmaster hack? No? Anyone?
The truth is that most mainstream news, unless passed through the election filter, won’t make the front pages. So, it’s easy to think there are fewer opportunities to contribute to relevant news stories when the buzz in newsrooms is all about party politics.
But we disagree. With a distinctive voice, your business can use this political moment to its advantage in the media – and raise your profile with comments that land.
When should a PR campaign and election campaign crossover?
Business leaders may worry that they don’t have a political licence to comment. But politics and business are close friends, so businesses can and should use this moment to elevate their brand.
Given there will be a change in government, whatever form that takes, new legislation will come in. And multiple bills could be scrapped or introduced that affect B2B. These are active talking points and hotly debated topics. The country is listening in a way it seldom does – and so are journalists.
Now is the time to start thinking about getting involved. And here’s how…
Step 1: Know your perspective
Chances are your business already has an opinion or perspective on the key issues that affect your industry, and journalists are always on the lookout for bold opinions. It’s not about taking a political stance and picking sides. It’s about setting a business expectation for the next government.
Of course, everyone is going to have an opinion of some kind. So, how do make your business stand out? It’s vital to be distinctive and find a unique angle. Drive the conversation around what matters, how your organisation has a different perspective and where you want to see an impact.
The key is to be less of a debate-starter and more of a valuable contributor. Many businesses will be ‘war gaming’ all potential outcomes that affect them anyway. And it’s a small step from scenario planning for differently electoral outcomes to sharing your views through earned media channels.
Step 2: Know your media
The editorial environment fundamentally changes to accommodate election campaigns. Regular slots shift so press resources are free to cover political announcements, leaders’ gaffs, and public reaction. Sometimes, this comes at the cost of sacrificing regular business beats; for example, Ian King’s Business Live has taken a break for the next few weeks, so producers can focus on the election.
Political announcements that concern businesses are still being made all the time. This widens the pool of potential journalists to tap into. It’s not just tech and business reporters that are interested in this type of news, but political / Whitehall reporters too.
Business policy has always played a pivotal role in the polls, and journalists from a variety of beats are eager for industry feedback. In short, during an election, tech policy has never been more in the spotlight. This means sticking your standard media list could be short-sighted.
Step 3: Know your moment
It’s important to remember that it’s not just the public who will be inundated with general election news. Journalists will have to be really selective about the comments they accept. That’s why timing goes a long way. You, too, need to be selective about the PR pieces your business uses to cut through the noise.
Right now, manifestos are being scrutinised – a clear opportunity to add industry insight and context to the narrative. Keynote speeches and the now-standard head-to-head debates all are instances where journalists are looking for an array of perspectives. That doesn’t mean putting out a wishy-washy opinion every week. But it does mean having an ownable comment, ready to deploy at the perfect moment, and making sure your spokespeople are up to speed.
The general election has already claimed its monopoly on headlines. For B2B folk, this is the exact reason reactive PR is so crucial. Rising above the crowd with a distinctive voice will set your brand apart. Not only does it help raise awareness of your business, but it could also prove clients’ trust in your brand is well placed. It shows you’re on topic with your nose to the ground (as all good PR should be).
Reactive newsjacking is one of our strong suits. We’re also good at helping you keep things clean, concise and on-message with relevant distinctiveness. Just check out our work with cybersecurity giant Sophos.
Want help with developing some PR messaging that packs a punch during the pre-election run up? Get in touch here.
