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5 min read

B2B brands to watch for authentic content in 2022

B2B marketing

No matter what you’re selling to customers, no one will buy from your organization unless there’s trust.

Building trust in your customers takes time and effort, but it’s crucial for driving positive outcomes. A critical way to build trust is to provide people with truly authentic content that demonstrates how a brand can help solve solutions to their problems.

Authenticity needs to be communicated in all marketing and in communications with customers, and marketing is the cornerstone of building brand authenticity. This authenticity is important for showcasing your brand’s values, which is something that is more crucial than ever for millennial and Gen-Z B2B buyers.

In our recent B2B marketing ones to watch 2022 report, we highlighted some incredible brands making waves in the B2B space, including those who put authenticity at the very heart of their core message.

You can download the report to read right now! Or you can take a look at this sneak peek of five nominees who really know how to sell their brand in an authentic way.


Superscript provides advice and insurance cover for over 1,000 types of businesses. They offer bespoke insurance for all manner of complex and emerging risks, meeting the needs of modern businesses with transparent, digital-first cover.

Superscript underwent a rebrand last year after five years as Digital Risks; the change was brought about by their growing ambition to provide highly customizable and flexible insurance solutions for more business types than just digital.

The rebrand reflects their ambition to take their products and customer service to the next level and has forced them to articulate what makes Superscript unique. This year, they proved that insurance companies aren’t the stuffy, boring organizations they’re stereotyped to be by getting their team members involved in charity eSports, doing fundraising in a modern and relatable way.

In fact, Superscript enjoyed the event so much that they’re set to host their own eSports tournament at the start of 2022, bringing together businesses from the London insurance sector to raise funds for the charity Rewilding Britain. This unique event is not only a force for good, but has positioned Superscript as a company that knows how to have fun with their clients, partners, and employees.

We identified employee activation as a key B2B marketing trend for 2022. Allowing employees to become an ambassador for a brand helps boost authenticity and trust in an audience, and with Superscript’s plans for their very own Esports tournament in the new year, we can see they’ve taken this trend and run with it. Furthermore, we’re always fans of B2B brands that refuse to restrict their marketing because it’s “B2B”. When it comes to Superscript’s marketing, they’re always on the lookout for new, exciting ways to reach them.


Salesforce provides a customer relationship management platform that shows every department a single, shared view of their customers so businesses can build their customer relationships, streamline processes, increase sales, improve customer service, and increase profitability.

Salesforce has been investigating unique, fresh approaches to content marketing, creating ongoing conversions over time across different channels with their customer-centric marketing that builds a vibrant content marketing eco-system.

They utilize customer success stories to build trust with their audience, encouraging them to start their own journey with Salesforce. Thanks to their multi-persona landing pages, they can tailor their content to their customer needs, driving traffic and boosting conversions.

In 2021, Salesforce jumped 20 places to land at number 38 for Interbrand’s Best Global Brands 2021. They also completed their acquisition of the business communication platform, Slack, with the plan to make Salesforce even more connected, productive, and innovative to better serve their clients.

Perspective Pictures

A video production company specializing in digital-first, social-first content for brands. From humble beginnings in a shed outside of London, Perspective Pictures has grown into a fully-fledged video production company that’s created over 3,000 videos in over 28 countries, making videos for everyone from start-ups to international brands.

Starting as a YouTube channel that the founder created at just 16 years old, Perspective Pictures have grown into an experienced team that focuses on creating engaging, branded video content for brands to post online, creating meaningful, narrative-driven, and engaging video content so people don’t even feel like they’re watching an ad.

Now, having been interviewed by the likes of the BBC, Sky News, and Forbes, as well as being highly commended in The Drum Awards for Content 2021 in the B2B category, Perspective Pictures market themselves with a refreshing authenticity and light-hearted approach. They never miss an opportunity to showcase their video-making skills, whether through a humorous company ad on social media, or behind-the-scenes photos from their latest productions.

Authenticity from brands is at the forefront of marketing in 2022, and the inclusion of behind-the-scenes footage and photos from Perspective Pictures’ productions puts them in a good position as we go into the new year, and we hope to see what else they can bring in 2022. Plus, we’re famously suckers for companies that can successfully leverage humor into their B2B brands. More of this in 2022, please!


Slack is a collaborative communication platform that connects teams with all their messages, tools, and files in one place. Working with SMEs and FTSE 100 companies alike, Slack is a digital ecosystem for work, streamlining processes, automating tasks, and making work life more simple and productive.

Slack doesn’t just think of themselves as selling their software as a product, their product is their culture. The culture of working better through Slack, through organizational transformation, and this is demonstrated in their marketing. From their regular publicity announcements, highlights of their various apps within their ecosystem, or blogs that tie their software into general working practices, their content is designed to encourage readers to get more productive results from Slack.

As the newest member of the Salesforce family, Slack participated in the event Dreamforce 2021, showcasing how Slack and Salesforce are leading the charge in the digital-first way of working. Rather than translating existing work patterns into the virtual space, Slack is focused on reshaping how work gets done, helping businesses operate in a digital HQ where companies can connect their teams, customers, partners, and systems.

Slack has shown themselves to be an authentic thought leader in their industry, which is why we’ve given them a slot on our list of ones to watch 2022. Their content marketing and presence on social media showcase their commitment to selling not only their product but the culture of their company.


Intercom connects customers with a complete customer communications platform, including bots, apps, product tours, and more. They help businesses build better customer relationships by making it easy to personally communicate with customers.

Intercom has focused their marketing efforts on evergreen content, filling the top of the marketing funnel with specific, persona-driven keywords for their guides and articles. Their content is targeted at key buyer personas for Intercom products, so they can ensure website visitors are prospective customers even if they are not yet ready to buy.

With next step prompts, upgrade offers, and a newsletter, Intercom keeps their visitors engaged, expanding their content reach, so they can nurture prospects with targeted content offers.

They have a commitment to fostering real human connections, striving to make internet business personal and authentic. So with their targeted content to key buyers and human approach to marketing, Intercom earned themselves a spot on our list.

Want to learn more about what top marketing strategies B2B brands are utilizing in 2022 to stay ahead? Download the B2B marketing ones to watch 2022 report today!

For more B2B insights, join the B2B Marketing Alliance Community!

Written by:

Hannah Wesson

Hannah Wesson

Hannah has worked in content marketing since graduating and has a wealth of experience writing for a wide range of B2B and B2C companies.

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B2B brands to watch for authentic content in 2022