Leverage AI, or leverage the backlash

The world currently seems split into two camps when it comes to AI. Some people love it and are actively swayed by its use, while others are hesitant and may even avoid buying from a company that relies on it. Which approach works best will largely depend on the industry you are in and the audience you are targeting. Business owners and decision makers, particularly those in tech-focused sectors, tend to view AI far more favourably than the average B2C customer. For example, Heineken recently released a very successful ad campaign directly opposing a new AI 'friend', stating: "the best way to make friends is over a beer". On the other side of the divide, Coca Cola went viral with a campaign that asked its' customers to generate their own coke ads using AI. Both of these approaches generated buzz for the respective brands, for opposite reasons.

It may be worth sense testing with some of your loyal customers to see which camp your audience falls into. This insight can help you decide whether to lean into AI-driven marketing or take a more human-led approach.

Refusing to use AI will likely be more costly, but it can help you stand out. As more businesses rely on AI for marketing content, paying for human expertise becomes a differentiator. While it may require a higher upfront investment, it can be a strong selling point against competitors who are choosing automation over authenticity.

 

The value of face-to-face marketing

Since the pandemic pushed so much business activity online, face-to-face interactions are once again being highly valued, especially when it comes to sales and marketing. Business leaders are increasingly seeking real conversations and meaningful connections rather than purely digital touchpoints.

Exhibiting at an expo like The Business Show Miami can put you in front of thousands of business leaders and key decision makers who are actively looking for solutions that you could provide. With 78% of our attendees buying as a result of the show, there is genuine revenue opportunity waiting to be unlocked.

Click here to inquire about exhibiting at The Business Show Miami.

 

Build your brand

Small businesses often have many people influencing the brand, including owners, employees, freelancers, and even AI tools. Without clear guidance, this can lead to inconsistency in tone, visuals, and messaging. Creating a simple brand guidelines document can elevate your voice and ensure consistency across all touchpoints, helping your business appear more professional and trustworthy.

You do not need anything complicated. Two logo variations, one square and one long, a small set of key words with example copy, and a defined color palette can go a long way. With these basics in place, everyone involved in your marketing can stay aligned and communicate your brand with confidence.

 

Focus on trust and credibility

In a crowded and increasingly noisy digital landscape, trust is becoming a major deciding factor for buyers. Small businesses that clearly demonstrate credibility will have a competitive advantage in 2026. This does not require a large budget or complex campaigns, but it does require consistency and transparency.

Simple actions such as sharing customer testimonials, highlighting partnerships, showcasing reviews, and being clear about your values can make a significant impact. Featuring real people behind the business, whether through short videos, quotes, or behind-the-scenes content, can also help humanise your brand and build stronger connections with your audience. Tylenol is a brand that consistently ranks among the most trusted brands in the US, they understand their audience, their product, and have been consistent for decades. That trust keeps them above the competition so much that Tylenol has undergone genericization, where people use the company's name for the general product. That sort of name recognition takes time, but pays for itself tenfold in the long run.

Trust takes time to build, but once established, it can shorten sales cycles and increase customer loyalty. Making credibility a core part of your marketing strategy will help ensure that the leads entering your pipeline are not only more frequent, but more likely to convert.

 

Final Thoughts

As B2B marketing continues to evolve, the most effective strategies in 2026 will be those that balance efficiency with authenticity. By taking a considered approach to AI, investing in face-to-face opportunities, maintaining a consistent brand, and prioritising trust, businesses can create marketing plans that support long-term growth. Focusing on what genuinely resonates with your audience will help ensure your pipeline stays active, your messaging stays clear, and your marketing efforts deliver real business value.

Click here to inquire about exhibiting at The Business Show Miami this April.