The great B2B un-boring

Look, you pound the pavement on the B2B beat long enough and you start to notice things. Like that old playbook, the one with the cheesy stock photos of guys in cheap suits shaking hands like they’re doing eachother a favour? It’s gone. Buried in a shallow grave somewhere out in the desert, right next to the guys who didn't listen.

Why? Because the game changed. We’re looking at a shift in how people do business, and frankly, it’s about time.

We’ve been singing and dancing to this tune for a while. We told anybody who’d listen, (and a few people who wouldn't), that this corporate look was a dead end. Now that the rest of the world is finally waking up and smelling the coffee, we figured we’d give you a little reminder. Just so we’re all sitting at the same table.

B2B is finally getting a clean-up, and it’s about time.

See, you’ve got two problems. On one side, you’ve got AI scrapers crawling all over you looking for data. On the other, you’ve got buying committees of six, maybe ten impatient, sceptical people all looking out for bullshit. They’re hungry for something real. Authenticity.

Here’s the deal: the consumer-grade trend isn't a trend at all. It’s just realizing that buyers are people. These guys spend their downtime looking at high-end editorial and slick apps. They have taste. If they swing by your site and glance at your content, they won't stick around to hear your pitch if you look like everything and everyone else in your field.

They’re gone in a puff of smoke. Like they were never there.

Signals over noise

Chasing every lead that walks down the street is for rookies. That’s for guys who don’t know any better. Real B2B pros prioritise Signal Gen. They’re like trackers. They identify when a target account is ready to make a move before the mark even opens their mouth.

Behind that kind of precision, you’ve got hyper-personalised ABM. And we’re not talking about some blanket strategy. We’re talking about tailoring a narrative so sharp and so specific that when some guy reads it, he feels like you’ve been sitting in his living room. He feels like that message was crafted just for him.

If you want to be less B2Boring and actually cut through the noise, you’ve got to stop acting like a faceless corporation and start acting like a visible expert. You gotta have a personality. No more stale brochures that look like they were printed in a library basement. We’re talking editorial branding, like long-form narratives, stories about actual human beings, and visuals that look like they give a damn.

When you blend that deep personalisation with a voice that actually sounds human, you’re not just making noise anymore. You’re sending a signal. And that signal is how you build genuine trust.

The clean-up job

If you want to stop playing patty-cake with generic best practices and actually move the needle, you gotta execute. We’re talking high-impact, human-centric work. Here’s today’s playbook on how to stop being a ghost and start being the guy people actually listen to:

First: Kill the corporate blah. If you’re relying on same-old, same-old marketing-speak, you’re already dead. To get someone’s attention in our game, you can’t sound like some machine-churned template. You gotta be the smartest, most reliable voice in the room. Speak plainly. Speak with purpose. Don't waste their time.

Second: Get an edge in your art direction. And I don't mean some AI-generated filler that looks like a fever dream. Original art direction? That’s your competitive weapon. It’s like a well-tailored suit that tells people who you are before you open your mouth. Take a pitchfork to that Frankenstack of ugly, disjointed visuals and bury it. Replace it with sharp aesthetics that scream professional sophistication and intent.

Finally: Precision-guide your ABM. We’re talking orchestration here, not some amateur-hour mailing list. You need Sales and Marketing together under a single, powerful story. One voice. The goal is to walk into a room of ten sceptical buyers and have a conversation that feels like a 1-to-1 sit-down, even when you’re operating at scale.

That’s how you play the game.

Get it right or get out of the way

If you’re ready to stop blending into the wallpaper and start building a brand that actually resonates with real, flesh-and-blood people, then we’re the guys you want to talk to. We’ll help you find that edge.

We’ve spent years in the trenches helping B2B leaders swap out that corporate blah for stories and visuals that actually mean business. We don't do fluff, and we won't do nice. We do what works.

Why Mr. Pink won't tip on AI slop

Pull up a chair. Sit down. Grab a coffee.

Nick and I, have been around the block. We’ve seen every digital revolution since email was a new fad.

Right now, we’re at a crossroads. On one side, you’ve got the machines (GenAI), on the other, you’ve got the human spirit. And frankly, some brands are looking at the machines like they’re the dream getaway driver.

They sit there, clutching the budget, asking why hire a creative team when they can just type a prompt and get a campaign?

Because content is infinite, instant, and everywhere, it’s worth about as much as a broken watch. The only thing that scales and actually moves the needle, is the one thing a computer can’t fake. Genuine, human truth.

GenAI is a modern miracle, but a lot of its content is slop. We’ve all seen it. Polished LinkedIn posts that have all the soul of a wet cardboard box. The same me-as-an-action-figure avatars. The same deepfake celebs taking selfies with other deepfake celebs. It’s predictable, boring. And in this business, boring is a death sentence.

When everything looks perfect, nothing stands out. You think a CTO or a Product VP doesn't have a nose for bullsh*t? These people are drowning in a field of beige. They don’t want perfect. They want something real. They want a brand that acknowledges the messy, sweaty, emotional reality of running a company. They want a connection, not a calculation.

That’s why we rely on a little thing called the scamp.

In a world of 8K renders and high-gloss fakery, the scamp is the humble sketch that’s raw and unpolished Sharpie on layout pad. You might ask why we’d show up to a high-stakes meeting with a bunch of doodles. Well, it’s the ultimate truth-detector.

When we show you a scamp, we’re not sharing the unprompted add-ons and extra limbs AI throws in to distract and disarm you (no pun intended). AI is great at masking a weak-ass strategy with perfect lighting and pretty textures. It’s easy to be seduced by a pin-sharp image, only to realize six months later that the core message didn't solve your business problem.

With a scamp, we only see the bones. It forces us to ask: Is there a big idea here? Does this tap into a human truth? If the concept can’t stand up in a scamp, it isn't strong enough to wear the digital makeup.

When you start with a sketch, you’re investing in a strategy, not just a visual. It’s about the why before we get bogged down in the how.

Investing in creative services is about buying into differentiation, not cool images. And if you want instant authority, emotional memory, and trust, skip the algorithm and head for the human.

We’re not saying ignore the tech. AI tools are useful for an optimised path. But, human creativity is the vision that makes people actually want to walk alongside you.

Today, the most radical, professional, and dangerous thing a B2B brand can do is be human.

So, if you want to stop blending in and start standing out, you know what to do.

Hit us up. Let’s get to work.

Don't let your website get left behind: GEO is the new SEO

The internet can sometimes feel like a whirlwind, can’t it? Just when you’ve finally got your head around one thing, something new pops up to replace it. And if you’ve heard about GEO, or Generative Engine Optimisation, you might be wondering what all the fuss is about.

You might be thinking: "Oh great, another thing I need to do online". I get it. But hear me out. Because GEO isn't just a new buzzword. It’s the next logical step in your business getting found online. And if you’re just starting to explore how AI can help your business, understanding this shift is the most important first step you can take.

SEO vs. GEO: the real difference

You're already familiar with SEO, right? It's the process of making your website friendly for search engines like Google. You use keywords, get backlinks, and focus on the technical stuff so that your site shows up on the first page of search results. In a nutshell, SEO is about getting your link to rank high.

But online search is changing. People aren't just typing keywords anymore. They're using conversational language and asking questions directly to AI tools like ChatGPT and Gemini. They want instant answers, not a list of links to click. This is where GEO comes in.

Generative Engine Optimisation isn't about ranking your link. It's about getting your content directly cited and referenced within the AI-generated answers themselves. It's about making your content so clear and authoritative that these big language models will pull from it to formulate their responses.

How does GEO work?

Think of it this way: with SEO, you're competing to be at the top of a list. With GEO, you're competing to become the source of truth that an AI uses to create its answer. This requires a slightly different approach to your content.

Instead of just adding keywords wherever you can, you need to focus on:

Clarity and structure — AI models love well-organised content. Using clear headings, bullet points, and concise summaries makes it easy for the AI to understand your information and grab the key takeaways.

Fact-based authority — AI trusts and uses content that is accurate, well-researched, and demonstrates real expertise. For your business, this means creating content that is genuinely useful and backed by your knowledge and experience.

Comprehensive answers — AI tools aim to provide complete answers in one go. If your content provides a thorough, 360-degree answer to a question, it's far more likely to be used as a source.

Why you can't afford to ignore GEO

The good news is, you don’t have to choose between SEO and GEO. A strong SEO foundation is still absolutely essential for driving traffic from traditional searches. But by also optimising for AI, you're future-proofing your business’s online visibility.

By focusing on clear, high-quality, and authoritative content, you'll achieve two things at once: you’ll improve your traditional search rankings (search engines love quality content too) and you’ll make sure your brand is visible in the new world of AI-powered search.

This is particularly important if you’re just starting to adopt AI in your business. Because your audience is already using it. By making your website AI-ready, you're making sure your brand is front and centre when potential customers are looking for answers. It's all about building trust and establishing your brand as a go-to authority, not just for people, but for the machines they're increasingly relying on.

In a world where customers expect instant, accurate answers, being the source of those answers is a massive win for your brand and your audience reach. So, while SEO remains the bedrock of your online presence, it's time to start thinking about GEO as the essential next step in your digital marketing strategy.

How to fix your content to get ahead

Getting your content ready for AI-powered search isn't just a technical exercise; it's a copywriting one. It's about crafting words that are clear, trustworthy, and comprehensive. Words that answer a user's question and establish you as a genuine authority in your field. If all this sounds like another thing on your to-do list, don't worry.

As a senior B2B copywriter, I can craft GEO-optimised content that helps your business get found and cited by the very AI engines your audience is already using.

Let’s talk about how we can make your website AI-ready and give your content the authority it deserves.

B2B content needs a human heart, not a robot brain

The B2B world is deafening. Every brand is shouting, trying to get noticed by the same busy people. It's easy to think shouting louder is the answer; making more and more content, faster and faster.

That's where your freelance partners come in. Not just someone to fill a page. Someone who can find the "human truth" in your business. Not a product's features.

Tech B2B copy needs to be about how products make someone feel. And the fear buyers have of falling behind, their relief when a problem is finally solved, or the pride of a team that's crushing it because they have the right tools.

It's that real, simple emotion that connects one person to another, even when they're talking about something as straight as enterprise software.

A good freelance copywriter knows how to find that feeling. They've spent years learning to listen, asking the right questions, and turning jargon into a story people relate to. A dry topic with life breathed into it, is something people actually remember.

What about AI? It’s a huge deal. It can speed things up, help with research, and get first drafts down quickly. But it's a shiny wrapper that makes everything look neat. It’s a tool.

But the human truth? That emotional core? The spark of creativity that makes someone read something and think, "Yes, that's exactly me"? That comes from the life experiences of your creative partner; their ability to get what the audience is feeling and connect with them on a real level. AI can't do that. Not yet, anyway.

So, as you work with your freelance creative teams, think of AI as a sidekick, not the hero. It’s there to help get things done, but the real magic; the connection that makes your brand stand out in a crowded space? That's the job for the real people you trust to bring your ideas to life.

Finding the right answer doesn’t always mean taking the shortest route

Remember that moment on Countdown with the numbers game that flummoxed Carole? Sometimes, a contestant will take a convoluted mathematical journey, full of additions, subtractions, multiplications, and divisions that appear unnecessarily complex. You start thinking, "Where are they even going with this?" It looks like they're taking the longest route possible.

Yet, against all odds, they nail it and arrive at the target number.

Often, those more complex journeys lead to a really clever solution, something you wouldn't have thought of straight away.

That's how my brain works with a creative brief. You give me the goal and the message, and my first thoughts might not be the most obvious ones. I might explore a few different angles, play around with some less conventional ideas. It might look like I'm not going for the direct hit right away.

But honestly, there's a reason for it. Those little mental detours help me see things differently. They let me uncover ideas that are a bit more unexpected, a bit more… right for what clients and their customers actually need to achieve. It's about digging deeper than the surface level.

So, if it seems like I'm not jumping straight to the most obvious concept, it’s because I’m working through the numbers in my own way. I might take a slightly longer route, explore a few different combinations, but the final answer will be the one that hits the target perfectly.

You'll get a concept that works, even if the journey to get there wasn't the most straightforward one.

Trust that we'll land on something great, every time.

"Plot twist!" Redundancy, getting past it, and going again.

at the end of january, After serving almost four years at my last agency and delivering 80+ integrated campaign ideas, several hundred killer headlines, four copywriter hires, dozens of internal initiatives and delighting global marketing divisions of leading tech vendors, I found myself redundant. Shit. What now?

Well, there’s no time for feeling sorry for myself, or taking things personally. It is what it is, and that’s that.

My first act, (after screaming “Plot twist”) was to post on LinkedIn that, while redundancy sucks, I’m optimistic that it’s just a blip and actively seeking opportunities to support marketers, business owners, and contacts in the copy community.

Wow, what a response.

Several thousand views, dozens of kind messages and many many shares later, I’ve been contacted by recruiters asking for my CV, talent acquistion heads asking about my latest experience, agencies in need of freelance support to deliver campaign assets, and other copywriters looking to pass overflow work to me.

I hasn’t felt much like a blip, so far. And although the dream role with my name on it, is still out there, I’m in a pretty good place.

My Art Director partner, Nick Cremin, was let go on the same day, and we’re hoping our years of experience in delivering concept ideas, writing and designing campaign assets, managing and mentoring teams of creatives, and raising creative standards will lead to some offers in the near future.

Here’s a glimpse of our portfolio:

If you’re looking for a senior B2B team that puts creativity before churn, ideas before channels, and emotive storytelling before selling, we should talk.

People say the nicest things

Sometimes I ask myself what others think of me. Am I a good mentor? How well do I work, in a team? Are colleagues confident when I present creative work? Do I inspire other creatives around me? Fortunately, the people I get to work with, all help to build my skills and give me the chance to do the same for them.

Here are a few nice things people have said…

From the Cottage to the Garden

MOI, the B2B agency I work for, is all about championing the ‘different’ our people bring and how they use it to create change―for good―in B2B. In EMEA, as Associate Creative Director, my background is certainly different.

You see, B2B isn’t the only career I’ve had. I worked in clothing retail, in the West End of London, for a few years. Then I spent a couple of summers DJing in the mid-90s. And before becoming a copywriter in 2005, I sold computer hardware, software, and tech services.

All of which taught me a lot about selling, knowing my audience, understanding how tech makes people’s lives better, and presenting to clients. This unique combination of experiences has helped me succeed as a copywriter. And I share this ‘different’ with my Copy Team members and the wider Creative Department.

“I’ve been a salesman most of my working life. So, writing to sell comes naturally to me.” ​​​

Understanding my ‘why’ in life.

Going through the MOI insights training has given me a clearer understanding of my ‘why’. And my Insights profile shows me to be, by nature, a Supporter/Inspirer. That explains a lot. It’s exactly why I love working with teams and individuals and being a part of something bigger than just my role. I aim to be known as someone who supports and inspires colleagues and clients. ​​​​​​​

Being at MOI is quite a journey!

I was originally recruited as a senior copywriter to work with a colleague, who’d recently graduated from the MOI Academy and worked alongside several freelance copywriters. But as I was asked to build an internal copy team, as Head of Copy, I soon recruited three more writers. Fast forward nine months, and I’m now Associate Creative Director, working closely with our Creative Director, Head of Design, and Senior Art Director, on campaign concepts and activations,

MOI ’s Copy Team members are all great copywriters; and between them, they produce every type of campaign asset you can think of: emails, video scripts, eBooks, campaign landing pages, solutions websites, insights papers, and how-to guides, and across all social platforms, and types of events.

​​​​​​​I’m particularly proud of how they’ve all developed over the past couple of years. I meet with the team every morning, in a virtual huddle, to make sure everyone has what they need for the day. I hold 1-2-1s every week to make sure they’re on top of their work streams, to keep an eye on their wellbeing, and to find out how I can help them stay on track with their KPIs and hit their goals.

We also hold a monthly team meeting, where we all get the chance to ‘grade’ the last month in terms of fulfilment, satisfaction, enjoyment and so on. ​​​​​​​

​​​​​​​We all share our favourite piece of work from the previous month and talk about what went into producing it. And we take it in turns to set a monthly writing challenge for the whole team, which is designed to stretch our creative thinking—it’s great fun but with a serious idea behind it.

I believe that in B2B, every client has a story to tell. That’s why understanding a brand’s tone of voice and developing a messaging framework is so important. It’s like building out characters in a book or play and deciding how they sound.

MOI uses storytelling to engage B2B buyers and draw them into campaign content on an emotional level, using empathy, and sometimes humour. Then it’s about convincing them to part with their budgets, on a rational level, using logic. And we bring these two elements together in all our copy.

It's not all work, work, work.

I’m lucky to have a large garden and I love spending time on my flowers, shrubs, trees, and an adopted family of foxes. I grow fruit and veg too, and that takes a lot of care. And of course, there’s football.

“I’m a season ticket holder at Fulham and love meeting up with family and friends at Craven Cottage, my spiritual home, to support the team. Come on you whites!”

Think before you speak: your content strategy matters.

In today’s ultra-competitive business world, content is everywhere we look.

So, to make stronger connections with their target audience, brands must have a clearly defined content strategy.

Because audiences look for content to help make a purchase decision, or passively consume it as entertainment it’s necessary for brands to know what to say, who to say it to, when and how.

So, how should a content strategy look? Here are a few steps to consider.

Set your goals, your purpose and your outcomes.

You need to know your audience. Ask yourself: who are you trying to reach? What do you want them to know, think or feel? What do they need? How and where do they consume media?

You also need to decide what success will look like for any content-driven campaign. Ask yourself: what financial returns do you expect on your investment? Or what net promoter scores do you want?

Define your tone of voice.

You need to decide how your brand speaks to different audiences, and how it behaves across different channels. When defining your tone of voice (TOV), you should focus on the characteristics of your brand; how you explain the value of your products and services, and how you engage with real consumers.

If you’re unsure how to define your brand’s TOV, try using Voicebox, it’s a super simple method that will help nail your tone.

Be consistent.

To make sure your message resonates with every audience across every channel, you need to be a consistent through every asset. This helps keep your content aligned to your brand, product, or service.

Evaluate everything.

You need a set of principles that help make sure all your content aligns to your brand and continues to put out the right messages. Evaluating your content means you can adapt it if you need to, helping manage your reputation and protect your brand identity.

Build content pillars.

These support your strategy across multiple channels, such as eBooks, blog posts, infographics, videos, emails, social media posts, and more. And let you cover all your content bases, delivering the right message to the right audience, at the right time.

Set your schedule.

Releasing your content at the right time will give you the best results. So, you need to create a calendar for publishing each of your pillars. This prevents over-delivery of content into each channel.

What it means to you.

It’s all about creating meaningful, manageable and sustainable content that reaches your audience, attracts more target customers and builds trust in your brand. It’s no surprise that developing an effective strategy has become a top priority for marketing teams and the agencies they partner with.

Got a question or suggestion for other points a content strategy should include?

Share with your comment - I’d like to hear what you think.