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One big shift I’m excited about in B2B: companies are realizing their people are their brand. In practice, that means encouraging your engineers, project managers, and execs to build personal brands and engage publicly – so customers connect with them, not just your logo. Why do this? Because trust in B2B works just like B2C (maybe even more so) – people trust people. Engineers want to hear from the engineer who designed the product, or the technical PM who’s lived the customer’s problem. A recent PR trends article from @Zen Media underscored that every company leader needs a digital presence now, as much as the company itself. In other words, your team’s LinkedIn profiles, their posts, their conference talks, are all extensions of your brand’s credibility. When your VP of Engineering shares a insightful article or your sales engineer posts a video tackling a common technical challenge, those individuals become trusted resources in your industry. And by extension, your company gains trust too. I’ve been working on personal branding workshops for technical teams, and initially there’s fear: “What if an employee says something off-message? What if competitors poach our ‘visible’ experts?” Sure, there are risks to manage. But the upside is huge. You multiply touchpoints with the market. You humanize your organization. And let’s face it – in complex B2B sales, relationships often seal the deal. It’s easier to build a relationship with Morgan or Jane sharing tips on LinkedIn than with a faceless company page posting product links. Some companies are even measuring the impact of employees’ LinkedIn activity on things like lead gen and recruiting. It’s the real deal. The key is authenticity + alignment: encourage employees to be themselves (no corporate robot voices), and educate them on the company’s key messages so they can naturally reinforce them. When done right, it’s powerful. Is your company doing anything to boost personal brands (employee advocacy programs, LinkedIn trainings, etc.)? Or if you’re an individual, have you been building your own brand in your industry? I’d love to hear success stories or even concerns. This is a trend that’s here to stay, and we can all learn from each other on navigating it. #PersonalBrand #EmployerBranding #ThoughtLeadership #HumanizeB2B Here’s the Zen Media article: https://lnkd.in/eZEaB9gv