The recent B2B Marketing Expo in London was packed with insights, ideas, and inspiration, from AI adoption to tried-and-tested creative strategies. Here are 8 top takeaways from the event that stood out to the Molokini team.
1. Video growth continues
Vertical video formats have become the norm, and not just for B2C marketing. Platforms like TikTok get all the attention, but actually, vertical video has benefits across platforms. And those benefits can vary depending on the size and type of business.
But success isn’t about chasing video trends blindly. It’s about using the right combination of storytelling and relatable content with spoken, visual, and text hooks to keep viewers engaged – all within your brand tone of voice.
Remember to check your Facebook Reels. You may not realise they’re your best performing videos!
2. Trial and error wins
There’s no magic formula for marketing. And certainly no magic formula for popular or viral content.
The only way forward is experimentation. And then making data – not opinions- drive the decisions off the back of these tests. Recycling what works shouldn’t be frowned upon. When it comes to content, rinse and repeat as needed!
Don’t be afraid to test new ideas. Trial content with real employees, industry humour, bold designs and see what sticks. Consistency and creativity beat perfection.
3. AI is both a priority and a challenge
Marketers know AI is changing the face of our industry. In many businesses it is becoming increasingly critical. However, adoption isn’t always straightforward. A structured approach, harnessing early adopters but driven by governance, and training, is essential.
When it comes to B2B marketing, it is important to remember that AI isn’t just for manual prompts and answers. For some, potential may lie in embedding intelligent agents into workflows.
4. Personalisation is the heart of account-based marketing
Account-based marketing still thrives on relevance. While AI may have a part to play in some scenarios around helping to gather insights and remix content, humans are still essential for defining messaging and the value proposition.
The winning formula? AI for scale, humans for strategy. All with the personal needs and pain points for the customer at the core.
5. Email best practice remains stable
Email remains a powerful channel, especially for account-based marketing. Provided it’s designed for attention and optimised for mobile. Personalisation, segmentation, and automation can be key to success. But what are the latest tried and trusted techniques when it comes to email content and design?
Well, they’re the core foundations you’ve likely been building emails on for years. Best practices around colours, fonts, length, layout, sometimes it’s just about sticking to the essentials of good digital marketing.
6. Search is changing (and that’s ok!)
Traditional search engine use isn’t the only way people are going to find your website. AI search, LLMs, and social platforms mean that there are different ways that potential customers can find your company or your product. That’s why brand awareness is key, with a strong digital profile, multi-format content, and strategies that span organic, paid, and AI search environments – all underpinned by a technically sound website.
7. SEO is about brand authority
SEO is shifting from keyword optimisation to brand visibility and reputation. AI-driven search experiences like Google AI Overviews, ChatGPT, and Gemini are reducing organic click-through rates. So, traditional tactics, like titles, meta descriptions, and on-page tweaks, aren’t going to be enough.
Today’s brands need citations and mentions from trusted sources, making PR and reputation management essential for search success. The key? Build relationships with authoritative publications and monitor your share of voice across AI platforms.
8. Great Content Still Wins
Amid all the tech talk, one thing shone through clearly. Quality content is the foundation of success in B2B marketing. Whether it’s a blog, video, or social post, substance beats gimmicks
Email, SMS, social, search – none of these work in isolation. Integrated campaigns based on quality content and which span the marketing funnel deliver better results.
Think beyond single-channel tactics and design experiences that connect the dots. Invest in storytelling, clarity, and value.
Why Strategy and Creativity Still Define B2B Marketing Success
B2B marketing today requires a mix of creativity and analytical thinking to determine the right solution for the particular business. What may be right for a large manufacturer, may not be the right strategy for a small specialist service provider. That’s where having a knowledgeable partner to guide this process, and deliver the actions, really can pay dividends.
While technology like AI is transforming processes, innovative thinking, knowledge, and a strategic approach should still form the basis of a quality marketing plan. The brands that thrive will be those that experiment boldly, personalise deeply, measure results, and keep the human touch at the centre of everything.
