CLOCKING OUT
In fact , in branded by berkeley ’ s 2024 B2B branding landscape report , it was found that less than half of B2B brands ( 49 %) are seen as truly distinctive . This means that , although AI no doubt presents businesses with new opportunities , they must prioritise maintaining brand distinctiveness as they adopt it – finding creative ways to leverage this developing technology while preserving their unique identity and human touch .
The resurgence of long-form video
While short , snappy videos remain effective for capturing attention , B2B brands are increasingly investing in long-form video content to foster deeper engagement . Platforms like YouTube have seen a significant increase in long-form videos being uploaded , rising from 1.3 million in July 2022 to 8.5 million in June 2024 , indicating a growing appetite for more in-depth storytelling .
The key , however , is quality . As video length increases , so do audience expectations , with research showing that 92 % of viewers believe poor video content can negatively impact a brand ’ s image . B2B marketers should focus on creating high-quality , long-form videos that provide valuable insights , educate their audience and build thought leadership .
It is also important to keep in mind that short videos are very much still being used to great effect and that any successful video strategy should involve a combination of both short-form content to attract viewers and long-form content to nurture relationships and establish expertise .
Personalisation takes a central role in B2B
In B2C marketing , personalisation has long been a necessity . Yet for B2B brands , there has been less of an imperative to focus on personalised messaging . In 2025 we expect that will change , as B2B brands leverage data , automation and AI to deliver tailored experiences that resonate with individual buyers .
This shift from broad segmentation to granular , one-on-one interactions will be crucial for building stronger customer relationships and driving brand loyalty . Additionally , by focusing on a more personalised approach , B2B businesses can attempt to deliver multi-stakeholder messaging and influence the larger buyer committee associated with the B2B world .
B2B brands have been quick to shout about their new AI capabilities over the last couple of years .
Empowering consumers as brand storytellers
As a by-product of the focus on personalisation in B2B branding , we will also see user-generated content ( UGC ) and community-led initiatives having more power in shaping brand narratives . By encouraging customers to share their experiences and contribute to the brand story , companies can build trust , authenticity and a sense of shared purpose .
For example , Unilever ’ s evolution of its ‘ Partner to Win ’ programme has seen a shift towards sharing stories and case studies with suppliers who ’ ve made notable strides in sustainable sourcing , waste reduction or renewable energy . By empowering its suppliers to share their efforts , Unilever builds loyalty while simultaneously demonstrating a brand-wide commitment to sustainability .
Amid the growing focus on sustainability and social responsibility , we can expect this trend to gain steam , with customers brought into the brand narrative – amplifying the impact of both credibility and community trust .
Looking ahead to 2025
The B2B branding landscape is constantly changing , making it difficult to know exactly where to direct your brand strategy . However , by looking at the changing sentiments of your audience and any emerging business trends , we can unlock valuable insights to guide your decision .
2025 will require a delicate balance between leveraging technological advancements and maintaining a human-centric approach . As AI continues its rise , brands must prioritise authenticity , personalisation and unified storytelling to cut through the noise , build trust and foster genuine connections with their audience .
By embracing these trends and adapting their strategies accordingly , B2B brands can position themselves for success in the fluctuating digital age . �
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