Future Five: Turning Complexity into Opportunity

As B2B marketers, we’ve all wrestled with complexity. It’s the demon that sneaks into our dreams, whispering data streams and buzzwords. But what if that complexity was our way of winning? At Future Positive, we roll up our sleeves, dig deep into the most complex and convoluted details, and transform them into compelling narratives which create opportunity. Our Future Five series collects insights and advice for B2B businesses to embrace and realise their potential. In this edition, we asked our LinkedIn B2B marketing community “What do you have on your mind?” and we explore how that complexity can become opportunity.


Omaid Hiwaizi – Planning and Development Director

  1. AI & Automation: Technology’s gift to business is not just about convenience; it’s about amplifying our reach

Artificial Intelligence (AI) and Automation are undoubtedly game-changers in B2B marketing. Leveraging data analytics, predictive algorithms, and chatbots, AI promises to streamline processes and enhance customer experiences. However, with great power comes great complexity. The challenge is to harness these advanced technologies while maintaining a human touch and ensuring data privacy. Why? A McKinsey report found that AI can lead to a 6.3% increase in company profits by 2035. (Ref: McKinsey’s Report).

Navigate Complexity:

To address this issue effectively, marketers must invest in AI-powered tools to automate repetitive tasks, analyse data, and personalise interactions. Integrating AI with a human touch is vital, where automation handles routine tasks, allowing your team to focus on building authentic relationships with clients.

Create Opportunity:

Data analytics on steroids, predictive prowess, and chatbots working overtime while you sip your coffee. Automated processes liberate us from the mundane, but balance is key. Companies like Sephora use AI for product recommendations but retain the human touch in customer service. Predictive analytics refines lead targeting, while chatbots like Drift serve clients round-the-clock, pushing your brand to new heights.

  1. Sustainable Marketing: Green isn’t just a colour; it’s a commitment

The call for sustainable marketing practices is growing louder. Consumers and businesses alike are demanding environmental responsibility, but incorporating sustainability into marketing can be complex, from supply chain logistics to branding and messaging. Indeed a Nielsen study revealed that 66% of consumers would spend more on a product if it came from a sustainable brand. (Ref: Nielsen’s Global Corporate Sustainability Report)

Navigate Complexity:

Start by assessing your supply chain and identifying sustainable alternatives. Communicate your sustainability efforts clearly and transparently in your marketing materials. Consider eco-friendly packaging and energy-efficient operations to reduce your carbon footprint.

Create Opportunity:

Embrace planet-friendly practices that future-proof the businesses. Audit the supply chain, embrace the green and flaunt your eco-credentials, but be transparent about your journey. Savings aren’t just in costs; the real ROI is in aligning with the conscious values of the modern business.

  1. Lead Generation: In the digital age, finding your lead is like finding a needle in a haystack – but with a magnet

Lead generation has always been a challenge, but the digital era brings both opportunities and complexities. The vast amount of data available and the multitude of platforms for reaching potential clients can make lead generation overwhelming. SiriusDecisions reports that organisations with aligned marketing and sales achieved up to 24% faster growth and 27% faster profit growth over a three-year period. (Ref: SiriusDecisions’ Aligned Growth Study)

Navigate Complexity:

Start by creating a comprehensive lead generation strategy that leverages digital marketing channels such as social media, content marketing, and SEO. Segment your target audience to tailor your approach. Use data analytics to refine your strategy continuously.

Create Opportunity:

A global marketplace ready for the taking and precision targeting is your ally. Leverage platforms like HubSpot to segment, tailor, and analyse. By marrying AI with strategy, the digital haystack doesn’t stand a chance – quality leads and conversions await.

  1. Talent Acquisition & Retention: People aren’t your biggest asset; the right people are.

Recruiting and retaining top marketing talent is a crucial but often underestimated challenge in B2B marketing. The dynamic nature of the industry and the need for multi-skilled professionals make it a complex issue. Gallup found that companies with highly engaged teams show 21% greater profitability. (Ref: Gallup’s Report on Employee Engagement)

Navigate Complexity:

Invest in your team’s development by offering training and growth opportunities. Foster a supportive and inclusive workplace culture and ensure competitive compensation packages and benefits to attract and retain top talent.

Create Opportunity:

Make a dream team that propels you forward, develop it through growth opportunities, coupled with a culture of respect. But don’t skimp on benefits – a stellar team doesn’t just manage the complexities; they transform them into opportunities. 

  1. Strategic Alignment in Today’s Dynamic Market Context: In a world where change is the only constant, adaptability and alignment aren’t just buzzwords; they’re the lifeblood of success

Aligning B2B marketing strategy with the strategic direction of the business, ensuring that all efforts align with organisational goals and market dynamics and demonstrating ROI, while flexing resources and strategies to meet the demands of ever more dynamic market forces. A study by the Content Marketing Institute highlighted that 65% of the most successful content marketers have a documented strategy, emphasizing the importance of alignment with overarching goals. (Ref: Content Marketing Institute’s 2019 B2B Content Marketing Report)

Navigate Complexity:

Collaborate with all key stakeholders to review and refine the marketing plan and have a clear focus on both internal and external drivers. Agree the holistic metrics which define success vs. the company strategy – go beyond only what’s easy to measure and include both. 

Create Opportunity:

A unified front, where every marketing effort dovetails seamlessly with the broader business strategy, ensuring optimal ROI. It starts with a blueprint – a clear, documented strategy that outlines objectives, channels, and metrics. Regularly reviewing this strategy against market changes ensures you’re not just active, but also adaptive. Perfect alignment isn’t just about streamlining; it’s about amplification. When marketing moves in harmony with the broader business vision, every pound spent, every campaign launched, isn’t just effective, it’s exponential. 


In the dazzling chess game of B2B marketing, complexities are your moves waiting to be mastered. True marketers aren’t just reactive; they’re visionary, seeing opportunities where others see dead-ends. Time to turn those intricacies into your playbook. Embrace the game.


Planning & Development Director Omaid Hiwaizi is a systems thinker (which was drummed into him while studying mathematics at Cambridge). He revels in navigating complexity – from leading marketing at Augmented Reality platform Blippar, through branding of Natural Language Processing company Deep Learning though to making sense of the universe of startups and scale ups using Tokenisation and Blockchain.