Expert articles

Relationships matter. In many B2B industries, growth begins with trust built through shared history, reputation, and personal connection. But what happens after the first meeting? When decisions stretch across organisations and buying teams, trust needs to travel further. That is where marketing comes in, carrying trust forward when you are not in the room.

Marketing leaders are under pressure to deliver results fast. Leads matter, deals are prioritised, and anything that cannot be tied to immediate sales is easily overlooked. In this environment, brand awareness is often treated as optional. But for B2B companies focused on long-term growth, that assumption is risky. Brand awareness is not a nice-to-have. It is one of the foundations of sustainable growth.

Social media has fundamentally changed, and the old playbook no longer works. With platforms shifting towards algorithm-driven content, short-form videos dominating and new metrics emerging, businesses must rethink their approach. If you want to future-proof your social media strategy, now is the time to adapt.

Startups are often seen as chaotic, especially when it comes to marketing and communications. But with a clear brand foundation and the right focus, they don’t have to be. Brand activation is what turns strategy into action and sets the tone for growth from day one.