7 Shifts in B2B marketing you need to understand

Today I came across a post by Niall Ratcliffe on LinkedIn that spoke about the changing landscape of B2B marketing.

In Niall’s experience, three years ago, B2B marketing was a 'tick-the-box' game: have a website, throw up a few funnels, send some emails.

Nothing too fancy. You could go home, kiss your wife and forget about it all until the next day.

But now?

Those tactics are about as effective as leaving your business cards at the bus stop.

And I’d have to agree - today’s B2B buyers are tired of generic, overly polished, impersonal messaging.

Like most consumers now, they’re looking for genuine, relatable brands that aren’t just pushing products. They're transparent, engaging, and human.

In other words, the new B2B landscape is demanding something far more real. So, what changed? And how do we keep up?

1. Corporate jargon ➡ personal connection

Then: Communication from brands was filled with corporate lingo and buttoned-up tones.

Now: Buyers want to connect with people, not brands, leaving room for a more informal take.

Take Gong, the revenue intelligence platform. Instead of feeling like another CRM, Gong’s social channels are full of real voices from employees, salespeople sharing insights, and relatable tips.

The result? They come off as people who actually get sales, not just a brand selling a tool for doing so.

What’s a brand to do? Lean into employee-led content. Let your team share their expertise, making the brand relatable and trustworthy.

2. One-way messaging ➡ real conversations

Then: Broadcast your message, sit back, and wait.

Now: Customers want to interact with your brand, questioning and even challenging you.

For example, Adobe has built an entire community around engaging with its customers. They invite feedback on features and actively respond on LinkedIn. This isn’t just B2C fluff—it’s a real two-way relationship with their users.

What’s a brand to do? Use LinkedIn for more than announcements. Reply to comments, ask for feedback, and treat it like a customer success team in action.

3. Cold outbound ➡ long-term nurturing

Then: Attempt cold outreach and hope for conversions on the first touch (as if!).

Now: It’s about building relationships, not just closing deals.

Consider HubSpot’s approach—they’re practically everywhere with educational content, certification courses, and an endless library of resources for marketers and salespeople. They’re committed to the long game.

What’s a brand to do? Add touchpoints that nurture prospects—webinars, newsletters, resources—so when they’re ready, they already know and trust you.

4. Stuffy ➡ fun

Then: Keep it serious to look 'professional.'

Now: Even billion-dollar brands aren’t afraid to play with humour online.

Take IBM’s recent playful 'dad jokes' on social media. This isn’t IBM the Serious Tech Giant—it’s IBM with a heartbeat. A little humour adds, you know, personality, which is magnetic in today’s B2B world.

What’s a brand to do? You don’t need a comedian’s skill set. Even a lighter tone or some relatable analogies can go a long way in making your brand feel alive.

5. Product-centric ➡ value-centric

Then: We do X for Y.

Now: Customers care about why you do it.

Look at Patagonia’s B2B eco-initiatives, championing sustainability and conservation. Customers resonate with brands that reflect their values, and Patagonia’s commitment to the environment is woven into their whole story.

What’s a brand to do? Dedicate part of your content strategy to sharing what you stand for. Not sure what that is? Time for a brand values audit.

6. Polished ➡ perfectly imperfect

Then: Everything polished to perfection.

Now: Being real—and even showing flaws—builds authenticity.

Hootsuite’s transparency with its mistakes is a case in point. They’re open about when things go wrong, even tweeting their own occasional mishaps. It’s a reminder that there are real humans behind the brand.

What’s a brand to do? Try sharing relatable stories that show your brand’s real identity. Embrace a little less polish and a little more realness.

7. High-production ➡ human-centric

Then: High-budget productions and content.

Now: Less polish, more personality.

ZoomInfo is one example: they use quick, digestible video content with real employees. No high-budget production, just people talking, sharing tips, and engaging with their audience.

What’s a brand to do? Bring in employee stories, customer testimonials, and simple, authentic videos. It’s not about looking perfect; it’s about being relatable.

Why these shifts matter:

The days of rigid, corporate messaging are over, replaced by brands that feel real and authentic. Particularly in a time where AI fears run rampant, a human touch is a necessity in today’s B2B landscape.

Buyers have high BS detectors. They want brands that mirror their own values, humour and humanity. So, if your strategy still involves ticking the usual boxes, it’s time for a reboot.

Let’s be real. We’re about as sick of the corporate act as we are with wearing stuffy uncomfortable suit attire to work – it’s just not practical, reasonable, or real in any way.

Let your hair down, B2B brands. You might just like how it feels.

-Sophie, Writer