Welcome to Day 8 of the Best of YAP 2024!

Our team’s taking a little holiday break, but don’t worry—we aren’t going anywhere.

Because over this holiday period, you’ll be treated to one of our fave articles in your inbox each day.

So whether you’re sitting by the fire with a warm cup of cocoa (lookin’ at you, Northern hemi folks), or hitting the beach (for those of us having a summer Christmas), you can catch up on some reading and remind yourself of what a wild year 2024 was.

Catch ya in 2025!

- Charlotte, Editor ♡

7 Shifts in B2B Marketing You Need to Understand

Today I came across a post by Niall Ratcliffe, CEO of creative agency Noticed, 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.

[Keep reading]

-Sophie, Writer

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