Tuesday 16th July was a big day for us. Not only did we officially unveil our Embrace rebrand as a Gold Sponsor at B2B Marketing Live Manchester, but we also spent the day having some fantastic conversations with lots of B2B marketers.
Becky Reardon (Manging Director), Sarah Broughton (Marketing Account Manager) and Katie Hargreaves (Content Manager) were on our stand chatting about brand advancement and how we help achieve growth targets. We also shared our B2B brand growth playbook – with lots of helpful information on forming an effective B2B marketing strategy and plan – and our BEAM agile marketing quiz.
Katie has generated a summary of the hottest topics that were shared in the presentations throughout the day…
1. B2B is more human than you think
Daryl Fielding reminded the audience that emotions matter just as much in B2B as they do in B2C. In fact, LinkedIn content is seven times more effective when it has an emotional pull.
A brand isn’t just a logo or an ad campaign, it’s a mix of what you offer and the reputation you build… and reputation can grow or crumble fast. Whether you’re selling vans like Ford or creating standout services, weaving emotion into your products and messaging is what makes them memorable.
As Daryl said, maybe it’s time we stop thinking in terms of B2B vs B2C and start thinking B2H – Business to Human.
2. Relevance beats reach every time
Niall Ratcliffe touched on awareness being important, but it’s only the starting point. What really makes an impact is relevance. The best marketers know their Ideal Customer Profile (ICP) inside out – who they are, where they spend their time and what truly matters to them.
Companies with strong ICPs see 68% higher engagement rates. The lesson learnt was to stop shouting at everyone. Instead, mirror your ICP, go where they are and offer value beyond just your product or service.
3. Social media drives the B2B buying journey
Shauna Moran shared how social is no longer just for top-of-funnel awareness. It now influences the entire buying journey, from nurturing relationships to speeding up decision-making. A particular stat that stood out was that over 1 in 5 buyers say the biggest challenge is finding solutions that align with their needs. So, smart messaging that tackles real challenges is key.
Oh, and don’t sleep on social proof. Seeing is believing… product demos, case studies and video content still win. And yes, even B2B buyers are loving reels!
4. Community is the new retention strategy
Olivia Mae Hanlon made it clear that community-building isn’t a “nice to have” anymore, it’s crucial for trust and loyalty. From awareness to advocacy, your community needs to feel valued at every stage.
It’s not always about getting likes or comments, people might not engage, but they’re still watching. Webinars, podcasts, in-person events, even niche LinkedIn groups… they all play a role in keeping people connected.
She also reminded us that building community takes time, so consistency is everything.
5. Personal brands power company brands
Danny Williams explained that it’s not enough to just post from your company page. People connect with people. Authentic personal branding helps amplify your business message.
Whether it’s posting on LinkedIn, sending a monthly newsletter, or just building relationships in your own network, the key is understanding your audience and staying authentic.
6. AI is your intern, not your replacement
Tim Bond gave a reality check on AI – it’s there to enhance, not take over. Think of AI tools like ChatGPT or Claude as your junior assistant. They’re great for speeding up workflows, creating content snippets or even editing podcasts, but they still need you to guide and brief them properly.
The real opportunity is finding where AI can save you time without sacrificing quality or the human touch.
7. MQLs aren’t dead, but they need redefining
Finally, Freya Ward spoke about the “MQLs are dead” debate. Spoiler: they’re not, but the way we use them definitely needs work. The biggest problem is sales and marketing misalignment. If there’s no shared definition of what a qualified lead looks like, it’s no wonder frustration builds.
Her tips were simple and useful:
- Run a one-hour workshop to agree on definitions
- Hold quick fortnightly check-ins between sales and marketing
- Rename MQLs to something that reflects their real value
- Assign a nurture manager to own content and sequencing
A day full of ideas
Between the talks, the networking and the big reveal of our rebrand, B2B Marketing Live Manchester was an incredible day. We came away feeling energised and plenty of conversations we’re excited to continue.
This latest thinking article was written by:
Katie Hargreaves
Content Manager
