“Despite widespread economic wobbles, this year will be full steam ahead in one of the most stimulating, exciting and resilient sectors.

“Operating in b2b means finding a formula for success when success can be elusive and is certainly challenging.

“So how do you achieve client success in 2023/24? It’s key to offer intelligent insight – an in-depth understanding of what matters most to your clients’ stakeholders. Global expertise is crucial, too, as ambitious companies want the ability to deliver anywhere in the world. And then quality of execution really matters.

“B2b success demands data-led, informed and highly considered creativity to enable cut-through and engage audiences in a relevant way. If considered creativity [is] the perfect dose of something riveting to make the esoteric exciting and engrossing – then empowered people are the magic ingredient. So recruitment and retention is more important than ever.

“Last, but certainly not least, is the integration imperative. Agencies need to serve ‘Martini communications’, with content pushed and prospects pulled in anytime, anyplace, anywhere. Digital is essential to success and what is more it allows for measurement, refinement and demonstration of ROI – which means results come guaranteed!”

Alastair Turner, global chief executive, Aspectus Group

“Over the last couple of years, the wider agency marketing and PR sector has been in rude health. And for b2b specifically, the sectors we tend to serve most, all buoyed by venture capital and private equity, have been investing heavily in marketing.

“Octopus has grown in terms of revenues, people and capabilities during this time and we’re extremely proud of the work we’ve done with our clients. However, like other agency leaders, I do feel we are now all adjusting to a new reality with our clients of planning for more moderate growth as businesses’ spending tightens across categories.

“But it’s our job in agencies to look ahead. To adapt, diversify, innovate our product and unearth new sectors to keep our businesses growing and new briefs flowing in. I think b2b agencies are brilliantly equipped here. Adaptability, flexibility and diversity of approach is key.

“Here at Octopus, we’re most excited about business data and insights innovation, building generative AI into our workflows, the growth of b2b commerce and the shift back to business brand-building from a pure performance focus. All big opportunities that lie ahead.”

Jon Lonsdale, chief executive, Octopus Group

“We’re seeing continued growth across the sectors we serve and especially the professional services market. Clients are looking for creative, integrated solutions to engage hard-to-reach senior buyers and to cut through the noise. It’s rarely about ‘just PR’ these days – clients want to see their marketing investments working harder across the piece, with measurable results and continuous improvement.

“We expect generative AI to play a significant role in the content marketing mix and Rostrum has developed our AI strategy to reflect the strategic demands and risk appetites of our clients, as well as our team.

“Rostrum is embracing AI to help with internal efficiencies, streamlining processes and improving areas such as reporting, as well as delivering client-side benefits. Additionally, we are investing at all levels of the team in recruitment, retention and training to ensure that all Rostrum people are given the opportunity to reach their full potential.”

Mark Houlding, chief executive, Rostrum