In today’s crowded B2B marketplace, standing out can be hard. Really hard. But, to discuss how to do it, we gathered a diverse panel of experts, including psychologists, technologists, creatives and strategists, at our recent Radish Rooftop Views event.
Here they unpacked the science and strategy behind effective differentiation, and because we’re all about sharing, here are the top five takeaways.
Leveraging science to capture attention
Phil Barden is the highly acclaimed author of the book ‘Decoded: The Science Behind Why We Buy’ , which explores how psychology and neuroscience help marketers (among others) understand how decisions actually get made.
Phil discussed the science of attention, emphasizing the two primary pathways: top-down (goal-driven) and bottom-up (stimulus-driven) attention. He explained how contrast, motion, luminance, and even faces can make marketing stand out by tapping into deep-rooted psychological responses. Understanding these principles can really improve the effectiveness of marketing by aligning with human behaviour.
Authenticity in storytelling
Lauren Berkemeyer is Chief Marketing Officer at YuLife, a next-generation life insurance company that combines financial protection with a focus on well-being, gamification and rewards to create a product that really benefits employees.
Highlighting the power of authentic storytelling in building brands, Lauren reflected that contrast in branding only works when it’s genuine and not forced. Deeply passionate about storytelling and customer experience, and using her own brand as an example, Lauren cited YuLife’s consistent messaging, grounded in purpose and values, to show that real, resonant stories are more likely to connect with an audience than superficial marketing ploys.
The role of AI in enhancing, not replacing, human creativity
Renowned technology futurist Tom Head is the co-founder of an AI consultancy called Generate and is a Web 3.0 adviser to Red Bull Racing.
Tom took us through a really interesting, balanced perspective on the role of AI in marketing, warning us against using AI simply to produce more content at the expense of quality. He stressed that the real opportunity with AI lies in it being used strategically. This means using it to remove repetitive, low-value tasks so that our focus, the human element, can be on the creative process. By doing this, brands can use AI to stand out because they’re able to produce better-quality creative — not simply because of the volume of it.
Standing out in a sea of sameness
Our very own Adam Greener, Associate Director, has worked with a wide range of brands, tackling every strategic problem under the sun. And probably some that aren’t.
Adam was as fascinating and intriguing as ever with his talk on the importance of differentiation in B2B marketing, where most campaigns blend into a neutral, uninspired landscape. By focusing on four key pillars – context, creativity, clarity, and conviction – brands can break through this “sea of the same”. Adam highlighted a successful campaign which did exactly this — that we happened to create (ahem).
Our work for law firm Addleshaw Goddard used creativity and song (!) to stand out. The lesson is clear: understanding the market, using creativity and having the conviction to try something different are crucial to seizing opportunities in B2B marketing.
Testing the ABM waters
Neil Berry, Global ABM Director at Capgemini, has extensive experience in tech and professional services, crafting standout campaigns that balance corporate guidelines with audience appeal.
Neil shared how the iterative process of testing and refining campaigns is crucial to differentiation in account-based marketing (ABM), noting that while internal input is vital, the real challenge begins in the market with real-world testing and adaptation. By adopting an “always-on” approach and focusing on core themes, companies can discover what resonates with their audience, refine strategies based on live feedback and achieve better results.
It’s this dynamic process that helps brands cut through the noise to ensure their message and value proposition stay fresh and relevant in the eyes of their target customers.
Come along next time
Hopefully you’ve enjoyed these takeaways that emphasise the evolving landscape of B2B marketing, where science, creativity, technology, and authenticity converge to create more impactful brand experiences.
Interested in joining our next discussion? Drop us a line at info@radishagency.co.uk to secure your spot. Or, to chat further on anything of interest mentioned here, get in touch.
Selbey Anderson Group of agencies