Views from Rob Pierre, Investor & Advisor (Co-founder & former CEO of Jellyfish)
As businesses evolve in 2025, one truth stands clear: a brand’s success is increasingly defined by its culture, authenticity, and ability to navigate complex customer journeys. In the world of B2B marketing, this means crafting a strategy that resonates with multiple stakeholders, addresses the non-linear nature of buyer decision-making, and balances brand-building with demand generation. To gain a deeper understanding of how to integrate these elements into your marketing strategy, we can look at insights from a recent conversation with Rob, a former CEO of Jellyfish, who discusses leadership, culture, and strategic growth in a rapidly changing market.
Cater to Complex Journeys: Account for Multiple Stakeholders and Entry Points
The complexity of modern B2B buying journeys demands a nuanced approach. As Rob explains, “What’s new is that I’m getting involved in many projects… All of it seems to be around social mobility, equity, giving people chances.” This reflects a growing trend: B2B buyers are no longer a homogeneous group. In fact, they represent multiple stakeholders with different needs, interests, and entry points into the buying journey.
Marketers must recognise that in B2B, the buyer’s path is rarely linear. Instead of relying on a one-size-fits-all approach, businesses must tailor their messaging and content to cater to a variety of decision-makers within an organisation. This includes addressing the concerns of financial officers, product managers, IT experts, and even those in human resources. Each of these stakeholders has a different pain point, which requires a personalised touch at each stage of their buyer’s journey.
For more insights, explore Forrester’s research on the ROI of brand equity in B2B, which delves into how brand recognition and trust can shorten decision-making times and reduce friction for various stakeholders.
Prioritise Metrics by Stage: Focus on Metrics That Align with Each Phase of the Buyer’s Decision-Making Process
Understanding that the buyer’s journey is multifaceted means focusing on the right metrics at every stage. Rob’s experience in scaling Jellyfish offers a powerful example: “We were always thinking in the future, if we were to stretch this in scale, will it hold its integrity?” This idea mirrors the importance of aligning marketing metrics with where the buyer is in their journey.
In the awareness stage, metrics like website traffic, brand visibility, and social engagement are critical. As prospects move into the consideration stage, more focused metrics such as lead nurturing effectiveness and email engagement take precedence. Finally, as buyers approach decision-making, it’s essential to measure metrics that show conversion rates and ROI. By prioritising the right metrics at each stage, marketers can ensure their efforts are aligned with the buyer’s needs and the brand’s long-term strategy.
Integrate Brand and Demand: Recognise That Strong Branding Fuels Demand Generation at Every Stage
The seamless integration of brand-building efforts with demand generation is an often overlooked but powerful strategy in B2B marketing. Rob emphasises this idea when he speaks about the importance of authenticity and how Jellyfish used its physical location in the Shard to reinforce its digital brand equity. “When people see a physical location linked to your digital brand equity, that combination is fantastic.”
A strong brand presence—one that resonates with the buyer’s values—can fuel demand generation at every touchpoint. From awareness campaigns that communicate the brand’s values to case studies and testimonials that build credibility, branding isn’t just a marketing tactic; it’s a foundational element that shapes demand. Strong branding reduces friction in the buyer’s decision-making process and nurtures long-term relationships, which is essential in the B2B world.
Harvard Business Review articles on non-linear customer journeys provide valuable insights into how consistent brand messaging across multiple platforms and touchpoints contributes to the buyer’s perception and trust in your business.
Leadership and Organisational Culture: A Competitive Advantage in B2B Marketing
At the core of Rob’s journey with Jellyfish was the culture he built, which empowered employees to be “mini CEOs” responsible for their own areas. “We didn’t delegate at any point. So, this sort of typical pyramid hierarchy where everything sort of ladders up to the CEO didn’t happen. We broke that.” This distributed accountability fostered an environment where employees felt empowered to innovate and drive growth. In the context of B2B marketing, this culture of innovation and empowerment translates into faster decision-making, better responsiveness to client needs, and more agile marketing efforts.
Culture is often the secret ingredient in driving a successful B2B marketing strategy. A culture of innovation, openness, and distributed accountability makes it easier to align marketing teams with broader company goals. This fosters the agility and adaptability needed to address shifting market demands and buyer behaviors.
Purpose-Driven Marketing and Social Responsibility: Engaging with the Modern Consumer
B2B buyers are increasingly drawn to brands that align with their values and demonstrate a commitment to social good. Rob’s involvement in the Inside Out project—a program aimed at providing second chances to ex-offenders—illustrates how purpose-driven marketing can elevate a brand’s reputation and build long-term loyalty. “If 80% can’t get a job once they’ve made that mistake, what else can they do?” Rob’s project is an example of how businesses can integrate social responsibility into their brand identity. By giving back to the community, businesses can differentiate themselves in a competitive market.
This trend aligns with what consumers expect from brands today. Businesses that demonstrate authentic concern for societal issues—whether through sustainable practices, charitable initiatives, or ethical product sourcing—are increasingly favored by B2B buyers. Purpose-driven marketing builds emotional connections with clients and leads to long-term brand loyalty, a key differentiator in the competitive B2B space.
Conclusion: Building a Future-Proof B2B Marketing Strategy
In today’s ever-evolving business landscape, B2B marketers must go beyond traditional strategies. To succeed in 2025 and beyond, businesses must build brands that resonate across multiple stakeholders, measure success at every stage of the buyer’s journey, and integrate strong branding with demand generation efforts. Furthermore, cultivating a culture of innovation and integrating social responsibility into the brand will help build stronger, more meaningful relationships with both clients and employees.
As Rob aptly puts it, “You can’t affect the winds, but you can adjust the sails.” In other words, marketers must remain agile and adapt to changing market dynamics. By leveraging brand equity, creating personalised buyer journeys, and focusing on purpose-driven marketing, businesses can thrive in a complex and competitive B2B world.
For more insights, explore Forrester’s research on the ROI of brand equity in B2B, and dive into Harvard Business Review’s articles on non-linear customer journeys to further explore how these concepts can be applied to your marketing strategy.
