The Real Thing: 5 Ways Authenticity Inspires Vibrant B2B Marketing

Vibrant pigments to inspire marketers image.

What does authenticity bring to the table for B2B marketers looking to create better customer experiences?

Authenticity is a vital factor when it comes to making B2B marketing that’s top-notch, with the inherent trust it builds powering campaigns that stand apart from the common crowd.

Here are 5 vibrant takes on the potent power authenticity holds in the best B2B marketing, from some of the top innovators in marketing and beyond, to help inspire your marketing today and to prepare for the eventually post-pandemic business landscape.

Take #1 — Authenticity Embraces Humanity

For Alicia Tillman, executive vice president and global chief marketing officer at SAP*, building a community of brand advocates requires not only authenticity but accountability.

“Authenticity and accountability are needed to make a long-lasting impression and build a community of advocates,” Tillman has noted. “Embrace your brand’s humanity by creation authentic experiences. Your customers will thank you,” she added.

[bctt tweet=”“Embrace your brand’s humanity by creation authentic experiences. Your customers will thank you.” — Alicia Tillman @aliciatillman” username=”toprank”]

Take #2 — Authenticity Requires Rolling Up Your Sleeves

For Eric Austin, senior director of global brand building and media innovation at P&G, authenticity requires brands to establish “street cred,” do their homework, and roll up their sleeves — an approach that holds just as true for B2B efforts as those applied in B2C.

“Consumers are very savvy these days,” Austin recently told Marketing Dive. “They really can see through things that are not authentic, and that’s where brands tend to get into trouble: when they don’t have the right insight. They have not done the roll-up-the-sleeve work in the community before they start to go big and broad,” Austin added.

[bctt tweet=”“Consumers are very savvy these days. They really can see through things that are not authentic, and that’s where brands tend to get into trouble: when they don’t have the right insight” @eaustin892″ username=”toprank”]

Take #3 — Authenticity Enhances Brand Storytelling

Authenticity can also enhance brand storytelling, as Konstanze Alex, head of global digital storytelling at Cisco, has shared.

“Co-creating content with influential industry experts is one way for brands to unlock powerful, authentic storytelling that results in valuable brand experiences for customers,” Alex has noted.

Alex is one of the marketing leaders in our list of “50 Influential Women in B2B Marketing Who Rocked in 2020,” and “32 Top Social Media Marketing Influencers To Follow.”

[bctt tweet=”“Co-creating content with influential industry experts is one way for brands to unlock powerful, authentic storytelling that results in valuable brand experiences for customers.” @Konstanze” username=”toprank”]