As Merriam-Webster noted in naming "authentic" its word of the year for 2023, it’s a concept that we’re “thinking about, writing about, aspiring to, and judging more than ever”. But in marketing, has the concept been diluted to the point of meaninglessness?

In the early days of social media, authenticity emerged as the antidote to polished, impersonal, corporate messaging. Companies rushed to show us their "authentic" side. Our LinkedIn feeds were flooded with behind-the-scenes content, employee spotlights, and carefully curated "candid" moments.

The irony, of course, is that in their rush to appear authentic, many brands created a new form of inauthenticity. The constant pressure to share, engage, and "be real" created an environment where authenticity became a performance. It was just as manufactured as the slick corporate messaging it was supposed to replace.

However, the fundamental truth remains: being real, transparent, and helpful is still the surest path to winning hearts, minds, and contracts. This presents a challenge for marketers. How do we reclaim the power of authentic connection and build real trust in a world of manufactured sincerity?

What is Authenticity?

Authenticity in B2B marketing is the practice of building connections with customers through consistent, open, and value-driven communications. It reflects a brand's true identity, expertise, and commitment to addressing their customers’ needs. By choosing honesty, relevance, and human-centric interactions over manipulative tactics, it fosters trust and long-term relationships with clients.

Authenticity, therefore, is rooted in qualities that cannot be faked. While some tactics can create a temporary illusion of authenticity, attempting to fake it is likely to backfire and damage trust in the long run.

B2B buyers are sophisticated and discerning. It’s better to respect that intelligence and assume they will see through inauthentic or disingenuous marketing efforts. In any case, B2B relationships are also generally long-term, involved, and high-stakes. Any deception soon becomes unsustainable through extended interactions across the organisation and customer journey.

And, as word spreads quickly in B2B networks, once discovered inauthenticity can severely damage a company's reputation.

Navigating the Authenticity Minefield

To reclaim the power of authenticity in B2B marketing, we need to tighten our understanding of it. Here are some key principles to guide your approach:

Aligning Actions with Values

First and foremost, you can’t just state your values. You need to live them. If you claim to prioritise sustainability, for example, this has to be reflected in your operations, not just your marketing materials.

The authenticity of your brand depends on this alignment between words and actions. That might mean accepting that authenticity sometimes comes at a cost or making trade offs to uphold your stated values. It also means that, if changes are required or mistakes are made, you owe your customers an explanation or an apology.

Consistency Across Touchpoints

Ensure your “authenticity” extends beyond marketing to permeate all client interactions. Sales conversations, customer support, and even billing processes need to be aligned. Misaligned messaging or an inconsistent experience between departments can quickly erode trust.

As organisations grow, maintaining this becomes more challenging. Regularly audit all customer touchpoints to ensure they align with your authentic brand voice and values. Develop systems and training programs that enable employees at all levels to embody the company's values.

Long-term Value Over Short-term Gains

Focus on building lasting relationships rather than quick wins. This might mean being upfront about what your product or service can't do, or where your solution isn't the best fit for a client's needs.

This approach may seem counterintuitive, but overpromising and failing to deliver damages your reputation. Focusing on building trust leads to stronger, more profitable relationships in the long run.

Transparency with Boundaries

Transparency is a balancing act. You need to be open about processes and challenges, but not compromise confidentiality or professionalism. For instance, discuss industry-wide challenges openly, but be cautious about revealing client-specific information.

Demonstrate your knowledge, but acknowledge areas for growth. Admitting when you don't have all the answers can build trust more effectively than projecting infallibility. However, be careful not to undermine your credibility – the key is to show a commitment to continuous learning and improvement.

The goal is meaningful transparency. It’s not to spill the beans on every aspect of your company, and it’s not performative openness. Avoid sharing information that doesn't provide real value or insight, as this can come across as oversharing or "authenticity washing."

By adhering to these principles, B2B marketers can navigate the complexities of authenticity in a professional context. It's a challenging path, but one that leads to stronger, more resilient business relationships in the long term.

Authenticity in Practice

The idea of signalling authenticity might seem paradoxical. You either are or you’re not. However, the reality is that B2B marketers need to find ways to show the brand’s commitment to genuine connection. B2B relationships often start from a position of unfamiliarity, and brands need to find ways to stand out and connect.

Authentic B2B marketing should be about delivering tangible benefits to your audience at every interaction. It means focusing less on what you need to sell and more on what your clients and prospects genuinely need to know or learn. This approach naturally showcases your authenticity without the need for explicit claims or forced demonstrations of "realness" because it is rooted in the service you provide and the value you create.

Here are some practical ways to embed authenticity in your B2B marketing strategy:

Thought Leadership with Real Insight

Produce in-depth white papers based on original research
Host expert-led webinars addressing industry challenges or discussing fresh perspectives
Create detailed case studies that openly discuss both successes and obstacles

Authentic thought leadership goes beyond self-promotion to offer genuine value and insight. Ensure your thought leadership has a clear marketing rationale and adds to the conversation. Deliver knowledge in a way that is compelling, actionable, and engaging for your audience.

The comprehensive industry reports produced by the likes of McKinsey & Company, Gartner, and Forrester are an excellent example. These reports not only showcase expertise but also provide actionable insights that help businesses navigate complex challenges.

They are supported by a calendar of events and supporting content, making each piece a cornerstone of a broader, value-driven content ecosystem. This approach transforms individual reports into launching pads for ongoing engagement, discussion, and deeper exploration of critical industry topics.

Client Stories that Go Deeper

Feature client testimonials and success stories
Encourage user reviews on platforms like G2 or Capterra
Facilitate client-led presentations at industry events

Leveraging client experiences can provide authentic social proof. Rather than just success stories, share detailed case studies that discuss challenges and even problems. By discussing the process and showing how you help clients to solve problems, you can build trust and demonstrate your commitment to client success.

The resources section of Mailchimp’s website offers a creatively rich selection of content that exemplifies this approach. It includes video series like Second Act and podcasts like Call Paul where customers share their inspirational success stories. These stories use a mix of formats to go beyond simple testimonials, offering in-depth and diverse narratives that resonate with their target audience of entrepreneurs and small business owners.

Two Way Engagement

Host live events with company experts
Offer interactive product demos and trainings
Organise collaborative webinars and Q&A sessions with clients or partners

Engagement-focused content can foster authentic connections faster. It provides opportunities for real-time dialogue and hands-on experiences with products and experts, going beyond traditional one-way communication methods to create deeper interactions between brands and their audiences.

Many software companies have successfully implemented these strategies. Miro, Zoom and Adobe, to name a few, have embraced large scale, sometimes multi-day, conference formats that combine keynote speeches, product announcements, workshops, and networking opportunities. They also have an ongoing program of training webinars and other live events to engage their users and build community around the brand.

Empower Employee Voices

Publish employee-authored blog posts
Implement social media takeovers by team members
Feature employee spotlights in company newsletters

B2B brands, in their efforts to humanise themselves, often fall into the trap of mimicking B2C tactics that feel out of place in a professional context. Instead, empower employees to share their experiences and insights.

Take LinkedIn's employee content program, for example. By encouraging staff to contribute their professional perspectives, LinkedIn adds depth to its brand voice and showcases the diverse expertise within the organisation. This strategy not only humanises the brand but also positions the company as a leader in professional development and industry insight.

Transparent Reporting with Context

Annual impact reports
Regular updates on company initiatives
Open discussions about industry challenges

Sharing company information can build trust. But when sharing, provide context and analysis that adds value for stakeholders.

Buffer's transparency reporting, which includes revenue, shareholder updates, and detailed salary information, sets a high bar for corporate openness. Meanwhile, the Buffer Open Blog provides context and sparks meaningful industry discussions.

By taking a long-term perspective and focusing on these approaches, B2B marketers can move beyond superficial attempts at authenticity.

The Future of B2B Authenticity

As we look to the future, it's clear that authenticity will remain crucial in B2B marketing, even if the term itself has fallen out of favour. The challenge for marketers will be maintaining connections at scale, especially as AI and automation play an increasing role in marketing and customer relationships.

While these technologies are enhancing personalisation and efficiency, they also risk creating interactions that feel impersonal or manufactured. B2B marketers will need to strike a delicate balance, using AI to augment human creativity and decision-making rather than replace it entirely. Additionally, as AI-generated content becomes more prevalent, transparency about its use will be crucial for maintaining trust and authenticity.

To meet this challenge, B2B marketers must be prepared to continuously question and refine their understanding of authenticity. And to ensure that authenticity is more than just a buzzword and a set of tactics used by the marketing department.

The Ongoing Quest for Genuine Connection

Ultimately, authenticity comes from within an organisation's culture and values. While marketing can amplify authentic qualities, it cannot fabricate them out of thin air.

Instead of asking, "How can we appear more authentic?", we should be asking, "How can we provide more value?"

By shifting our focus from self-presentation to service, from crafting an image to solving real problems, we naturally become more authentic. This approach respects the intelligence of our B2B clients, acknowledges the complexity of their challenges, and positions us as genuine partners in their success.

In short, the most authentic marketing strategy is simply to be consistently, reliably excellent.

Authenticity, then, is not a marketing tactic, but a business philosophy. It's not about what we say, but what we do. And in a world increasingly saturated with artificial sincerity, this commitment to genuine value creation may be the ultimate differentiator.

Ready to get real? 1827 Marketing can help. We create content that connects, engages, and delivers results. Let’s talk.

Book a Call

How B2B Content Marketing Can Create a Sense of Authenticity