By Sonya Kayani, Communications Director, Greater Middle East & Central Asia, Tetra Pak 

Engaging B2B audiences amidst shifting seasonal trends and consumer behaviours, constant innovation, and global supply chain complexities presents a formidable challenge that we take on with agility and respond to in communication strategies. Amidst the flux, however, the content audiences encounter often feels repetitive, saturated with trendy words and long-form narratives that render it uninspiring and dull. How can we invigorate our communication strategy to be engaging and truly exciting?

Tailoring communications to the audience

The initial step is to delve into the inner characteristics of your audience. What holds significance for B2B audiences? What content do they engage with? What challenges and innovations occupy their thoughts? Most importantly, who precisely are they? Where do they hail from? What are their requirements? What strategies do they employ to achieve their objectives? And to whom are they accountable? 

Drawing from my experience navigating diverse cultural landscapes and languages, I cannot overstate the critical importance of cultural specificity, especially in this region. It’s essential to tailor your campaign to resonate with your client’s regional sentiments, while also bridging the gap between global trends and local nuances. Remember that what might garner attention in one region for its controversial nature could backfire in another. For instance, a stunt effective in America might prove detrimental in the UAE. Even in cities as diverse as Dubai, assuming that the same materials that resonate in the USA will have the same impact is a misconception. Adaptation is key—each audience requires a tailored approach.

Leveraging creativity and innovation

Crafting a captivating narrative demands solid conceptualisation and structure, yet it also requires a dose of humanity. While AI has become essential in today’s industry standards, don’t overlook the human touch. The emotional aspect of your story is what truly forges a connection with your audience – it taps into the human experience, emotion, and mind. Despite the perceived rigidity of B2B professionalism, we must remember that, fundamentally, we are all human beings, and this commonality binds us together.

To make your work more exciting, opt for visual elements over plain text, incorporate interactive features to boost engagement (DemandGen suggests it can double engagement rates), and personalise content, such as through ABM initiatives, to keep your audience invested until the end. Remember, engaging content must be consistent throughout. Before wrapping up, ensure that every aspect of your narrative aligns seamlessly to create a cohesive and compelling story.

Investing in the tools that support you

While it may require financial resources upfront, the long-term benefits of investing in the means that allow you to convey your messages effectively are worth the initial costs. Not only do they offer a competitive advantage, but they also allow you to save time and improve your communications performance, providing concrete returns on investment. 

In a recent study, CMI highlighted the growing importance of video content, with 67% of marketers stating its increased significance in the past year. However, only 7% felt their organisation uses existing videos to their full potential. A staggering 75% of respondents believe their organisation should invest more in video. This data suggests that the full potential of video content is left untapped, often hindered by low budget allocations and overlooked production processes. 

It’s crucial to prioritise quality over trends and allocate adequate resources to video content creation, as well as to the other tools we use in our industry to engage audiences such as content intelligence, which helps measure outcomes and adapt strategies to audience feedback, ultimately ensuring continued relevance and effectiveness.

In conclusion, infusing excitement into B2B communications requires a multifaceted approach. We want to create campaigns that bridge global trends with local nuances, ensuring relevance and resonance, and forge deeper connections with our audience while maximising impact and favouring long-term success. Through the strategies mentioned, we can navigate the complexities of the B2B landscape with agility and respond to shifting consumer behaviours and industry trends, ultimately elevating our communication efforts and positioning ourselves as leaders in the field.