As we take stock of another busy year, 2026 is shaping up to be a time of reset for marketing departments.

With AI sweeping through the industry and leaving new ways of working in its wake, upheaval has been the watchword of B2B marketing for the past few years.

Few people like change. Even fewer actively move towards it. So, it’s been an anxious time for many of us working in marketing and beyond as we waited for this surge of evolution to settle.

A tremor not an earthquake

As we end 2025, a good way to frame AI’s influence is as a recalibration, not a disruption. The reality is we’re ‘just’ in the middle of another wave of media evolution. In the same way that blogging exploded the amount of content available to readers, AI is changing production and audience dynamics.

When the deluge of blogging started, industries like marketing and journalism were – briefly – at sea. Was there going to be space online for these industries amidst the endless hobby bloggers? In short, yes, there was. Why? Because great content rose to the top. And the same process is happening again.

How to communicate better than AI

1. Think: who are we talking to?

AI word-soup is now so commonplace that it’s easy for readers to spot and avoid. To make sure they don’t skip your latest piece of content, the best place to start is to ask, “Who is this for?”

Not just titles or market segments, but the people behind the job roles. What are their day-to-day pressures, ambitions, frustrations? What professional challenges keep them up at night? Can your sales team help you flesh out the details?

Once you know that, you can craft messages that resonate. Messages that feel real, trustworthy and pique interest.

2. Think: how are we talking to them?

The use of generic ‘business speak’ and vague buzzwords has boomed since AI-generated content entered the B2B space. (Not to mention semi-colons and hyphens.) Sometimes this corporate phrasing works, sometimes it misses the mark, so be careful not to let your content descend into ‘buzzword bingo’.

Use language that reflects your audience’s world. How do your audience members describe their everyday pressures and priorities? How can you use language in a way that shows you understand these and have solutions that address them? Be clear, honest, direct and human.

3. Think: what are we saying to them?

In B2B, clients typically care less about hype and more about clarity. They’re looking for genuine insights and relevant analysis. They want answers to questions like “what will my ROI be?” and “how will it solve my specific challenge?”.

Rather than chasing the next trend, the smart move in 2026 will be to go back to basics: know who you’re talking to, speak their language and offer solutions that resonate with their challenges.

Bringing B2B back to people

2026 is a chance to recalibrate. It’s a chance to become the human, common-sense voice that’s getting lost in AI-generated content.

With a strong understanding of your market and a clear voice, every marketing touchpoint becomes an opportunity to connect with your audience.

Here’s to a year of simpler, stronger B2B marketing!

While your company page plays a central role in shaping your social media presence, the real power lies in activating the voices of your people.

When employees regularly share relevant industry news, offer expert commentary and speak authentically about their work, it adds depth, reach and trust to your brand. It also boosts visibility to new audiences - particularly important for scaling businesses looking to stand out in a crowded market.

Yet for many innovative organisations, particularly in fast-moving sectors like cyber security and quantum tech, managing consistent, strategic social activity can quickly fall down the to-do list.

That’s where a focused, low-lift social strategy that supports both company and individual accounts becomes a game-changer.

Take KETS Quantum Security, for example. This award-winning UK startup wanted to boost its credibility and industry profile online while staying focused on its core business. We partnered with KETS to deliver a streamlined, end-to-end LinkedIn strategy that elevated both its company page and employee voices - driving a 214% engagement uplift in just one month.

You can read our full case study here.

Generating on-point posts with a streamlined, low-touch process

Upfront, we worked closely with the KETS team to understand their key topics, keywords and preferred tone of voice so we could rapidly draft effective content for them in their ideal style. For each personal account, we carefully aligned all posts with that professional’s expertise and market positioning while keeping their voices authentic and distinct.  

We regularly scoured the national and industry press for high-quality news on the latest developments in KETS’ specific interest areas. Based on our deep experience in delivering technology and security content, we then crafted engaging posts, including insightful comments, to showcase this up-to-date information to KETS’ connections and followers.

Our streamlined workflow meant KETS personnel only needed to review a set of posts once a month to have a regular stream of interesting and relevant content going out on their accounts.

However, our partnership also had inbuilt flexibility to support ad hoc posts whenever required. One KETS team member, for example, liked to send through relevant news items that caught their eye. We took these links, plus the expert insight accompanying them, and returned a post for sign-off the same or next day. Plus, we designed bespoke, branded and visually engaging social images aligned with KETS’ brand identity when the company wanted it.

Once signed off, we took full responsibility for scheduling and publishing posts and managed all account access. In monthly check-ins, we reviewed performance, discussed upcoming topics and refined our strategy as needed.

A strong partnership for strong results

By entrusting us with their LinkedIn management, KETS Quantum Security was free to pursue its core business objectives, confident that its social presence was handled strategically and effectively. This strategy paid dividends: in the first month of our management, the KETS company page experienced a 214% increase in engagement on LinkedIn.

How the right marketing partner makes all the difference

For businesses operating at scale, a strong online presence isn’t just a nice-to-have - it’s business-critical. And for global organisations working across multiple industries, website overhauls can become an endless process where internal teams struggle to find the time to pin down a web vision, refresh content and turn complex messages into clear calls to action.

Whether you’re looking to refresh your website or build it up again from scratch, it’s important to bring in marketing experts who can help shine a fresh perspective on where your messaging and user journey is working, and where they could work harder.

That’s where the right agency can be a game-changer. A seamless extension of the team, ready to structure messaging, streamline user journeys and create content that speaks to diverse audiences - all while keeping strategy at the core.

In most web projects, early collaboration is key. But with an experienced agency, it’s possible to get a web project on track – or back on track – within weeks. From developing frameworks to guide website transformation, to navigation, messaging hierarchies and web copy – the key is to ensure every step of the online experience is intuitive, engaging and aligned with business priorities.

Keen to find out more about how to develop a site that reflects your organisation’s purpose while actively driving engagement and growth? Take a look at our case study to find out more about how we helped a global organisation redefine its online presence.

Supporting a strategic website transformation

One of our highly valued clients is a global company dedicated to sustainable, innovative infrastructure solutions. With a global presence and large workforce, our client connects with a range of customers from different industries around the world.

With a new website launch in the pipeline, they wanted a marketing partner to help translate their vision and services into a compelling, easy-to-navigate digital experience. This marketing partner needed to hit the ground running - offering both a strategic overview of web journeys as well as compelling copy.

Two weeks from introduction to strategy presentation

The organisation contacted us after seeing content we’d created for another arm of the business. Impressed with how we’d enhanced and updated sustainability messaging, the content marketing lead asked for an introduction to us.

Our contact began with a preliminary meeting to assess our capabilities, followed by a panel discussion to explore our experience as an agency and understand more about what we’d bring to the company’s supplier network.

Just a few weeks later, we presented our vision for the new website structure to the global marketing team. From user pathways to messaging hierarchies and new ways of expanding our client’s reach, our digital framework was an extensive piece that took both a strategic and practical approach to their online rebuild.

Our strategy was a hit with the marketing and web development teams, and we were signed on to help with the project. The project's first stage was to develop a framework document to help the organisation’s global teams to understand the vision and data behind the new website structure, approach and customer experience.

Impressed by our ability to develop and deliver innovative, compelling and out-of-the-box messaging, we were soon working alongside various members of the global marketing team on other projects ranging from whitepapers to case studies, articles, videos, web copy, social support and more.

What we delivered for our client