The new year has brought bold claims on trends to watch out for in the marketing and communications space. Marketers plan to include stronger influencer marketing, focus on narratives of sustainability and DE&I and make strategic moves for personalised consumer-targeted marketing for the year ahead.
However, the usually hushed-over world of B2B marketing is also making strides to be more engaging, accessible and dynamic. Business is booming in the region. Dubai witnessed a 4 per cent year-on-year increase in new businesses during the first nine months of 2024. According to the Dubai Chamber of Commerce, 51,561 new companies joined as members of the chamber by November 2024.
Along with these new ventures come new needs for business solutions. Heavily saturated social media and a mass of B2B solutions on search result pages mean that firms that support other businesses through their services need to employ marketing strategies that cut through the noise and find their target audience.
Campaign Middle East speaks with Nick Clements, the Chief Marketing Officer at Presight, a G42 backed big data analytics company, on how B2B storytelling has evolved to resonate with business owners on a personal level.
“We believe B2B storytelling should be no less exciting or human-centric than consumer campaigns — especially in a region as dynamic as the Middle East,” says Clements. He explains that Presight’s marketing strategy includes bringing its “solutions to life by connecting them to real business challenges and broader societal goals.”
B2B marketing beyond the jargon
The new age of B2B storytelling is being redefined to rival consumer campaigns in 2025, emphasising emotional and societal connections over dry technicality.
The company incorporates this strategy beyond the technological jargon to highlight the real world differences its services provide with an emphasis on the region it operates in. “We emphasise the transformative power of our AI-driven solutions and how they can drive growth, efficiency, and sustainability for our clients,” Clements explains.
Part of Presight’s marketing strategy also includes linking solutions to the Middle East’s dynamic growth, especially Abu Dhabi’s innovation ecosystem, which adds a layer of local relevance that resonates deeply.
This includes “going beyond technical specs to highlight the real difference being made in the world and anchoring our stories in Abu Dhabi’s forward-thinking, innovative ecosystem,” Clements explains.
B2B marketing in reimagined formats
While tried and true methods of B2B marketing prevail, the ones that include white papers and case studies are still valuable, they can be modernised with visual and multimedia-rich elements that make complex topics more digestible and engaging.
Clements suggests taking these formats to the next level by making them more engaging and interactive. “This approach not only makes the content easier to understand, but [for Presight] also presents complex AI insights in a way that is visually appealing and accessible,” he says.
Presight leverages its LinkedIn and Instagram pages to reflect this commitment to dynamic content, featuring a variety of multimedia posts that bring AI to life and highlight its AI solutions as well as industry insights.
The company also goes beyond digital to bring its services to its target audience in person. “Our business is built on meaningful relationships, and we take that ethos seriously,” he says, emphasising that relationship-building is a key foundation on which B2B marketing should be built.
“We host exclusive events and thought-leadership forums where we can connect and share experiences with our clients,” Clements says.
A stronger focus on ethics and transparency
Another facet of Presight’s marketing hinges on its successful marketing strategy is its commitment to being ethically forthright with its partners.
B2B marketing models should strive to integrate ethical considerations and transparency into the narrative. This is best executed when done at the inception of a B2B company’s messaging. How a company defines itself in its initial stages is how it will be perceived by potential clients throughout its lifespan.
Presight took the route of trustworthiness, crafting its brand purpose to use AI-powered problem solving to enable ‘lifelong human advancement’.
“More than just a provider, we strive to be trusted advisors, working closely with our clients to ensure their long-term success and create a collaborative, value-driven relationship,” Clements says. “We openly embrace the ethical considerations of AI and are confident that this commitment will help us continue building strong relations based on trust, and also set us apart as a leader in responsible AI.”
The horizon looks hopeful for companies that market to other businesses. However, it must be kept in mind that B2B marketing in the region is evolving rapidly to meet the expectations of a younger, more digitally-savvy, and purpose-driven audience while staying rooted in the region’s cultural and economic dynamics.
