Translating the effectiveness of a complex B2B solution is a necessity, but if done in a certain way it can induce yawns from your audience. The brand panel at FINITE Fest 2022 discussed key areas of brand marketing, including how to emotionally engage a business audience, whether the key is in the out-of-the-box ideas, how far to lean into jargon and managing messaging to multiple audiences.

Ultimately, they gave their advice as to how to steer clear of boring B2B tech marketing, and why this matters in a competitive marketplace with modern audiences. Below are some of our favourite snippets.

The panellists were:

Are B2B tech products and brands inherently boring?

The benefits of full-funnel marketing on a B2B tech brand

How much does tone-of-voice matter in B2B tech branding?