The rise of the ‘breezy believer’ in B2B comms

Matthew Carlton

The traditional approach to B2B communications needs to change as a younger demographic brings different attitudes to the workplace, as more people set up their own businesses and as digital technology alters how people interact.

The traditional B2B marketing target has been a “confident calculator”, according to Josh Glendinning, Senior Research Manager, Opinium. The research and insights agency recently published research about five tribes which it believes are changing the way Britain communicates. These tribes are, in turn, having an effect on how brands should communicate to B2B decision makers.

The Confident Calculator is defined, in part, as someone with a good understanding of statistics and who tends to trust official sources of information. But B2B marketers also need to be cognisant of the other tribes identified by Opinium – Snappy Socialisers, True-World Traditionalists,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands