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Efficiency and maximum return on investment are typically the driving forces behind B2B businesses, so it’s no surprise that this approach has shaped many marketing and communications strategies. Communication has traditionally been product-centred, with very little of the human touch. Fortunately, B2B businesses have undergone an evolution. If yours is yet to do so, here are our top tips for making more of your PR in 2024.

In a changing world that has become less formal and more customer-centric, companies are finding new ways to connect with their audiences. Increasing numbers of B2B businesses are investing in long-term brand building, with many releasing the power of putting creative content at the core of their strategic marketing plans. Those that haven’t made the leap yet risk being left behind.

In 2024, it's time to step out of your comfort zone. We've identified five priority areas that we believe are worth investing in for the coming year.

1. Embracing new media platforms

There will always be a need for blogs, white papers, and social posts, but with potentially dozens or hundreds of other businesses producing similar content, finding refreshing new ways to engage with customers gives you an advantage. LinkedIn’s Marketing Solutions states on its platform that video gets five times more engagement and live video gets 24 times more than other types of content.

One-off explainer videos are a growing trend in corporate communication. These short videos are an excellent way to showcase your experts, humanise your brand, and build trust and authenticity with your audience.

If you have more information to share, especially about topical or newsworthy items that relate to your industry or impact your customers, then podcasts are quickly emerging as a popular digital channel, especially amongst B2B decision-makers seeking educational content. You don't have to start your own podcast, which can take months or even years to develop. Instead, you can leverage an effective communication and PR strategy to get your internal experts onto relevant podcasts that already have established audiences.

Check out our client, Xoserve speaking on LCP Delta’s podcast on decarbonising gas

2. Crafting strong sustainability messages

Sustainability has (understandably) emerged as a significant megatrend in recent years, which is only gaining momentum. It now stands alongside finance, society, and technology as the key elements that all businesses must consider and adopt.

However, before communicating sustainability efforts to the public, it is crucial to fully understand the responsibilities involved. Failing to do so can result in being perceived as insincere or at risk of greenwashing or green-wishing. According to the Chartered Institute of Marketing, 63% of adults believe that many brands invest in sustainability only for commercial reasons, rather than ethical reasons.

To avoid coming across as disingenuous, it's essential to understand the needs and expectations of stakeholders (both internal and external) and other audiences. This way, you can tailor your messages accordingly and address what's important to them and what challenges they face.

For companies that are well-versed in their sustainability responsibilities and actions, there is a great opportunity to communicate this publicly. Transparent communication can foster trust and build a better reputation, but it must be backed up by tangible evidence.

Read: Do your green claims stack up (3 minute blog)

3. Prioritising earned coverage over paid

Amid the current economic situation, financial constraints are felt in all sectors - but they won’t be forever. A recent study shows that 95% of B2B buyers are currently not in the market, but will be in the future. It’s for this reason that many savvy B2B companies are transforming their marketing and PR strategies to attract future customers and moving away from traditional in-market lead generation tactics.

With more products and services on the market, and competition to secure B2B buyers becoming increasingly fierce, customers are relying more on the opinions of trusted sources or recommendations from within their teams before making a purchase. Do you search for "Which company does the best..." on Google? Your customers probably do too.

While advertising is still important for expanding brand awareness, earned media that doesn’t focus primarily on products or services has more influence and value than paid media for building trust and authenticity. How can businesses get earned media coverage? By demonstrating thought leadership, publishing original opinion pieces or data findings, and having experts available for comments; whether for an interview or to react to a news story.

Making earned PR a key part of your communication strategy will help you stand out as a trusted brand in your industry and gain the confidence of your customers.

Read: How we helped position a net zero powerhouse

4. Focusing on relationship campaigns

Marketing has come a long way from being purely transactional to building lasting relationships, and businesses are now connecting with their customers outside their professional role. This is most evident in the B2C industry, where brands are engaging their audience with personalised content on every social media platform, public transport, and creating themed podcasts and streaming channels. B2B has been slow to adopt the trend but now more and more B2B companies are starting to implement communication strategies that appeal to the buyer’s lifestyle as well as their professional role.

To make their communications more effective, B2B brands must also start to humanise their approach. Instead of listing product or service benefits and leaving it up to the customer to decide if it's right for them, brands need to focus on the problems they can solve, backed up by evidence – case studies, testimonials. With our work and home lives becoming increasingly intertwined, there are now more opportunities to connect with audiences based on what's important to them.

For example, consider how your product can help business professionals spend more time doing what they want to do, whether that’s time with family, personal development, or investing more in other areas such as social value. Additionally, it's worth exploring your company's ESG pillars and if you can create a connection between yours and the customer’s. For instance, you may share a commitment to the same charity or work within the same community. By identifying these shared goals, you can explore ways in which your business can collaborate with others to support them.

Read: Tips on how to humanise your brand

5. Influencing future leaders

In B2B marketing, it can be tempting to focus solely on the CEO, the final decision maker. However, it's important to consider the entire buying journey and all the stakeholders involved in the decision-making process. By broadening your reach and targeting a wider audience, you increase the opportunities for your product or service to gain traction.

To accomplish this, you should incorporate a diverse range of touchpoints and personas into your PR and content strategies. It's also important to consider neighbouring sectors and industries, as people often change jobs and industries throughout their careers. Finding new and creative ways to expand your services and appeal to new audiences is crucial.

It's worth noting that 40% of LinkedIn members change their industry, seniority, function, and company size every four years. By targeting these future audiences, you can establish a lasting relationship and be top-of-mind when they're ready to resolve a problem that your product or service can solve.

With this in mind, according to B2B insights, only 4% of businesses measure impact more than six months ahead. Therefore, planning 12 months or further in advance is essential for B2B success.

Targeting professionals who may not be in the usual target roles (yet) is key to creating long-term communication plans that build brand awareness, trust, and recall.

Want to learn more? See our Top Trends for 2024 Infographic

Get in touch with one of our strategic experts

If you’d like our support incorporating any of these top tips into your plans for the year ahead, we’d love to hear from you.