What's Happening?
At The Drum’s B2B World Fest 2025, industry experts discussed the growing importance of community engagement in B2B marketing. Mel Lazarus from Open Banking, Alicia Skubick from Trustpilot, and Chris Adams
from Hey Honey emphasized the shift from traditional advertising to community-driven strategies. This change is driven by a decline in trust in conventional marketing and the rise of peer-led decision-making. The panel highlighted the need for brands to engage authentically with communities, leveraging forums, review platforms, and social media to build trust and drive business outcomes.
Why It's Important?
This shift in B2B marketing reflects broader societal changes, particularly among younger generations like Gen Z, who value authenticity and community over traditional brand messaging. As these consumers become key decision-makers, businesses must adapt their strategies to remain relevant. The emphasis on community engagement can lead to more meaningful connections with customers, potentially increasing brand loyalty and driving sales. Companies that successfully integrate these strategies may gain a competitive edge in the evolving market landscape.
