B2B Marketing the Old Way:

• Corporate communications from company accounts
• One-way interactions with customers
• Professional tone of voice to show company standards
• Focused on products and their features
• Messaging was polished and perfect
• Heavy focus on direct sales
• Lots of humans, little optimisation

B2B Marketing the New Way:

• Stories told by the people behind the brand
• Two-way conversations with customers
• Humour and human connection drive loyalty
• Company values and mission matter more than features
• Authenticity and imperfections make brands relatable
• Customers expect to be heavily educated pre-sale
• Optimised with AI for scale and efficiency

There’s been a clear shift over the last few years from the old model (Brands dictated, customers listened), to the new model (brand builds trust, shows relatability, attracts customers).

Buyers are focusing less on finding solutions and more on picking based on the people & principles behind the brand.