Let’s talk about energy. Not the Red Bull-fuelled, triple-espresso type but the kind that flows through people, brands and ideas. The stuff that makes work feel alive.
Because let’s be honest about marketing in the B2B sphere. Too many brands are operating in the grayscale.
In so many cases, you could swap logos between competitors and no one would notice. Same visuals. Same jargon. Same tired tone. And that lack of energy? It seeps into everything—from how your team shows up to how your customers feel.
On a recent episode of The Tech Marketing Podcast, we had the pleasure of chatting with Jaymi Bauer (CMO at Pentaho and TEDx speaker), who put it perfectly: we’re in the middle of a human energy crisis in B2B.
And it all comes down to authenticity.
The truth powers everything
Jaymi made a simple point that stuck with me: your true story is the easiest one to tell. Yet most brands swerve it. Instead of uncovering what genuinely makes them different, they default to playing safe.
The irony? Playing safe is actually what puts people off.
What gets attention? What builds real momentum? Truth.
Truth has energy. You feel it in the room. You see it in the work. You hear it in the way people talk about the brand.
That’s not fluff. That’s resonance.
Pentaho’s proof point
Pentaho’s "Data Fitness" story wasn’t some agency dream cooked up in a brainstorm. Jaymi listened. Deeply. And what she uncovered was already there, it just needed a spotlight.
That authenticity sparked a shift internally and externally. People started showing up with more confidence. Decisions got clearer. Meetings got crisper. And that energy filtered into every corner of the organisation. Not because of a flashy campaign, but because it reflected who they really are.
Even from our side as the agency, we felt it. The creative process sharpened. Feedback loops got tighter. We worked leaner, faster and better. Like a team in training mode, always moving, always learning.
What’s the lesson here?
Don’t underestimate what authentic brand energy can unlock. It’s not just a vibe, it’s a strategy. It drives clarity, alignment, trust.
And trust, let’s face it, is currency in B2B.
So if your brand isn’t energising your own people, it’s unlikely to move the needle for anyone else.
Want to jump in deeper?
If you want to talk about finding the truth in your brand, and turning trust into growth, then why not get in touch.
