Claire Mason of Man Bites Dog makes a very good point here. Virtually every single B2B brochure website out there is the same. We are X, we do Y and we solve Z problem with our super unique product/services.

B2B companies that are lucky enough to have loyal advocates can't rest on their laurels. The modern consumer is curious and banking on the trust of your audience is risky. As Claire says in the below, insights are the new currency of differentiation. And it's not just the marketers that need to act accordingly, it's the entire organisation. Too many B2B businesses' shop windows are populated with the insights of their marketing department. I'm of the mind that today's buyer looks for authentic communications from the niche-experts when making a purchasing decision.