Authentic B2B marketing framework: A new playbook

In the past marketing was about tricking people into doing things that may or may not be in their best interest—because it’s in your best interest. But for most companies, little has changed. Most B2B brands are still running an outdated playbook that’s still based on the old mindset. 

And they’re losing. 

The great thing is we no longer have to play the old game. In this blog, we explore how authentic B2B marketing is the answer with a B2B marketing authenticity framework and tips for getting it right. 

Let’s jump into it.🦘

Why authentic B2B marketing is key right now

Trust must be earned, not assumed. But the line between authenticity and ‘marketing speak’ is thinner than ever. 

The mistrust sown by government narratives and mainstream media reports has bled into the corporate world, making authenticity, transparency, and trust essential for any business aiming to connect meaningfully with its audience. 

In the B2B sector, where decisions carry weighty consequences, the demand for genuine connections and value-driven engagements is high.

What does authentic marketing mean (for your customers)

Being authentic in your B2B marketing can’t actually be that hard. Right? Well, according to Gitnux’s MarketData Report 2024, almost 80% of brands think the are doing authentic marketing. But only 37% of customers actually agree. (Ouch.)

🧂To add salt to the wound, 57% believe less than half of all brands create content that resonates as authentic. 

So if we’re not getting it right, what’s the answer?

According to the same report, 

• 61% see authenticity in brands that actively engage with customers and show real people. 

• 66% think transparency is one of the most attractive qualities in a brand. 

• Brands that are consistently present are 3.5x more likely to enjoy excellent brand visibility.

At the same time, Sprout Social’s Index also found that authentic, non-promotional content is the number one thing consumers don’t see enough from brands.

This makes a lot sense. Just look at the growth of companies like Rise at Seven and Refine Labs. One thing their leaders do a LOT of is engage directly with their customers. They share real results (the good and the not so good).

And there’s a huge reward too. 73% will pay a higher price for a product (or service) they perceive as authentic. And 80% are willing to listen to the company that shows a high level of sincerity and assurance. 

Perhaps one of the best things about delivering authentic marketing is that it actually feels good. Really, really good. 

But expectations are high. In fact, for the first time, misleading people turns out to be bad for business.  You can’t wing it. 87% worldwide expect brands to excel in delivering authenticity across marketing. 

When it comes to delivering authentic B2B marketing, bringing it into your strategy can be challenging. That’s why we’re sharing an authentic B2B marketing framework. Let’s get into it. 👇

An authentic B2B marketing framework 

If you’re interested in injecting more authenticity into your B2B marketing, here’s a framework you can use:

[Roo & Eve’s Authentic B2B Marketing Framework]

1. Foundation of trust and empowerment

Trust lies at the heart of authentic marketing. It's about respecting the intelligence and autonomy of your audience. For example, ensuring every piece of content and interaction is built on genuine value, aiming to inform and enlighten rather than manipulate. Authentic marketing believes in the inherent worth of your products and services, relying on honest communication to build long-term relationships. So instead of talking about how your product is great for everyone, say who it’s really great for. And freely admit who it’s not suited to. 

2. Connection over control

Instead of the focus on traditional push tactics, it’s about creating meaningful connections. This involves understanding and addressing the real needs and pain points of your audience. Engage people, don’t talk at them. Featuring real people is one of the best ways to achieve more authentic marketing connections. Interviewing external experts is a great way to bring trusted voices into your content too. 

3. Transparency and integrity

At a time when skepticism towards marketing claims is high, transparency is your greatest asset. Be open about the strengths and limitations of your offerings. Share behind-the-scenes glimpses of your operations, the challenges you face, and how you overcome them. Featuring how your products are made from start to finish, or who’s behind your consultancy services provides this level of transparency. It can feel vulnerable. But this vulnerability strengthens credibility and creates a stronger connection with your audience.

4. Education, education, education

Instead of selling to your audience, focus on educating your audience. After all, 95% are not in the market to buy. So provide them with the knowledge they need. This approach positions your brand as a thought leader and trusted advisor in your industry. By empowering your audience with knowledge, you enable them to make choices that are genuinely in their best interest.

5. Long-term vision and sustainable approach

Adopt a long-game approach to marketing. Authentic marketing isn't about quick wins or exploiting short-term trends. It’s about building sustainable relationships and a strong brand reputation over time. This involves patience, consistency, and a commitment to your values, even when they might slow down immediate growth.

6. Customised and personalised interactions

Treat each customer as an individual with unique needs and preferences. Instead of forcing them into marketing funnels, provide options. If they are not ready to buy, maybe they need more educational content, or if they’re not interested in one topic, provide content on topics they might find more up their street.

7. Feedback loops and continuous improvement

Keep close to your customers. Wherever possible, collect and act on feedback from your audience. Authentic marketing is adaptive and responsive, evolving with the needs and expectations of the market.

8. Commitment to always adding value

Every interaction should add value to your audience's life, whether it’s through helpful content, insightful analysis, or simply a moment of entertainment in their day. This commitment to adding value helps in building a loyal community around your brand. 

AI and authentic B2B marketing: Quick POV 

Listen, I get it. AI can make you feel super efficient. But be careful in your use of AI if you want to be seen as authentic. As I am sure you have discovered for yourself, it can make your tone of voice sound, well, like a robot. 🤖

As to the “Can I ever use AI for authentic content?” question, yes. You can. But do so mindfully. 

Here are a few top tips to consider when using AI:

• It needs a human editor—like heavily. Even the best AI prompting makes the content feel weird, at best. 

• If you manage to get more human-sounding outputs the copy is very basic and in need of the human touch. In fact, it can take longer to edit it (properly) than writing the piece from scratch yourself. 

• Because of ⬆️ those two points, organisations that replace human writers with AI are begging for their channels to fail and brand to suffer. (March 2024 Helpful Content update anyone?)

The key is to use AI as a starting point OR to review what you’ve already written to suggest missing angles etc—not a final product in itself. 

Bottom line: Whether you use AI or not, keep your content authentic, true to your brand voice, and personalised. 

Putting it into practice: The mindset shift

Marketing has always had the inherent problem of dishonesty—it focuses on how we package an offering to make it more attractive so we can convince people to buy what we’re selling. 

Maybe not outright lies but a kind of acceptable and expected truth-stretching. That’s a dynamic that makes it difficult to deliver truly authentic marketing content.

But, the underlying forces have shifted. And it’s time to let go of the old mindset.

So what does an authentic mindset look like? It’s easy really. What if we stopped trying to sell to people and just tried to help them?

It’s time to start proving we’re here to generate mutual value.

For example, rather than writing an article with the intent to drive traffic for a certain keyword, your aim is to write an article that answers the pain points of your customers' biggest challenges with detailed guidance. And this is the key bit: whether they choose to use you to help them or not. 

Enhance your B2B marketing with authenticity

New platforms will come and go. Content format preferences will ebb and flow. And AI-fakery will grow. But the need for authentic marketing will always remain true.

Marketing is then no longer about tricking people into buying things that may or may not be in their best interest. Marketing is taking what you worked so hard to make great (your product) and helping the right people discover it so they can benefit from it.

Use this framework to bring more authenticity into your marketing strategy—your audience, and leadership team, will thank you.

💡A key part of authentic marketing is creating authentic content. You’ll love working with us if you're serious about delivering content that customers want. Get in touch.