NDA Editor Justin Pearse set down with Billy Hamilton-Stent, CSO, Publicis Pro to discuss the changing face of B2B marketing.
Let’s start with the acquisition of Octopus Group by Publicis. What led to it, and what’s the vision for Publicis Pro?
The acquisition was about recognising a gap in the market for a centre of excellence in B2B within the Publicis Group. Octopus was seen as the right fit to help build that capability. At the time, we were navigating the complexities of lockdown, which made it an interesting period to integrate into the group.
Publicis already had B2B capabilities globally, but what we’ve done is create a centre of gravity around which those capabilities can revolve. By establishing best practices and responding to a wide range of opportunities, we’ve created what is essentially a hub for B2B expertise.
A significant milestone was rebranding from Octopus Group to Publicis Pro in February 2024, which signified our role as a fully integrated Publicis entity, enabling us to leverage the group’s scale and expertise effectively.
Turning to the B2B space, it’s often dismissed as less exciting than B2C. What changes are you seeing in the perception and practice of B2B marketing?
B2B has long been misunderstood as ‘boring’ or needing to mimic B2C to be engaging. But the truth is, B2B operates with its own unique spirit, punching well above its weight. While it’s true that businesses tend to be risk-averse, there’s also a growing need for boldness to break through the noise and capture attention.
What we’re seeing now is an interesting paradox.
On one hand, businesses are more risk-sensitive, driven by a volatile macroeconomic environment. On the other, there’s a greater need to be disruptive to stand out, particularly in the digital space. Automation is a key driver here, enabling businesses to streamline operations and achieve clarity. However, the real opportunity lies in balancing this with strategic brand-building, which is increasingly becoming a focus.
Automation is clearly a major force in B2B marketing. How do you see it shaping the industry, and where does strategy fit in?
Automation has transformed how businesses operate, especially in marketing. Ten years ago, the push for marketing automation was largely driven by SaaS companies, which had a natural fit for these systems. But many B2B companies aren’t in SaaS; they’re selling airplanes, biochemicals, or tractors, products that don’t easily align with fully automated environments.
For most businesses, automation isn’t about cutting costs but managing risk and increasing accountability. AI, in particular, is accelerating this shift, enabling companies to adopt practical changes more rapidly. However, while automation can help optimise demand generation, it’s not a silver bullet for market leadership.
This brings us to strategy, with a capital S.
True differentiation comes from strong brand strategies, not just tactical execution. The rise of data and analytics has empowered businesses to take a more forensic approach to brand-building. It’s not about ‘maverick’ creativity but quantifiable, strategic ambition that drives long-term impact.
The importance of brand in B2B seems to be a recurring theme. Why is it becoming such a focal point now?
Historically, brand-building was often overlooked in B2B, seen as a luxury rather than a necessity. But we’re now seeing a shift.
Companies that were early adopters of automation are realising that they need more than operational efficiency to gain a competitive edge. They’re turning to brand strategies to differentiate themselves in saturated markets.
A great example is the concept of ‘lighthouse strategies’, investing in bold, visible brand initiatives that create a halo effect across the market. These strategies are particularly effective when businesses aim to move up the chain, from consumer-focused marketing to targeting enterprises and large organisations. At this level, decisions are made by groups rather than individuals, requiring a more sophisticated approach.
Do you think the B2B sector’s increasing focus on brand signals a broader transformation?
Absolutely. The lines between B2B and B2C are blurring as businesses adopt more human-centric approaches to engage their audiences. However, it’s essential to recognise the distinct nature of B2B.
While emotional storytelling and creative campaigns are important, the practicalities of risk, contracts, and group decision-making can’t be ignored.
Ultimately, B2B marketing is evolving into a blend of automation and strategic creativity. Companies that understand this dynamic and invest in both operational excellence and brand ambition will be the ones to thrive. It’s an exciting time to be in the industry, and I’m optimistic about the opportunities ahead.
