Aditi Uppal

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In a saturated B2B market, it’s not enough to claim “efficiency,” “scalability” or “innovation” anymore. To break through the noise and capture the attention of decision-makers, companies must go above and beyond to communicate a message that is specific, authentic and deeply relevant to their audience. Whether through storytelling, bold positioning or hyper-specific value propositions, a well-crafted messaging strategy can be the key differentiator in a competitive space. To help, 20 Forbes Communications Council members share proven approaches your B2B company can use to stand out from the rest.

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The future belongs to companies that listen first and lead better—where will your organization stand?

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Every day, businesses are finding new ways to leverage generative AI to streamline and improve a variety of processes—including engaging and serving their customer bases. While content creation is an obvious use case for comms pros, they’re also leading the way in tapping into GenAI’s potential to deliver more personalized, efficient and intuitive customer experiences. From streamlining service interactions to enabling real-time feedback analysis, GenAI has great potential to help companies enhance and improve the customer experience. Below, members of Forbes Communications Council share innovative ways GenAI can shape customer engagement, as well as tips on leveraging these tools strategically and wisely.

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Expanding into a new market can offer incredible opportunities for growth. However, if not managed carefully and with sensitivity, it also comes with the risk of cultural missteps that can damage a brand’s reputation. Larger or global brands with long-established processes and marketing strategies may be especially likely to fall prey to failing to adapt to the traditions and nuances of an unfamiliar culture. Understanding and respecting local customs, language and consumer behaviors is essential for building trust and connection when entering a new market. Below, 20 members of Forbes Communication Council share specific steps brands should take to ensure their outreach to a culture that’s new to them is both respectful and effective.

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Personalized marketing has the potential to build stronger connections with customers, but only when data is used thoughtfully and responsibly. When misapplied, even the most well-intentioned personalization efforts can feel invasive, irrelevant or damaging to brand trust.  To help marketers strike the right balance, 20 members of Forbes Communications Council share the most common mistakes they see companies make when using data for personalization. They also offer practical strategies to avoid these pitfalls and create more effective, human-centered marketing campaigns.

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Strong search engine optimization (SEO) is essential for making sure your company’s website shows up when it matters most: when potential customers are actively searching. Without it, even high-quality content and great offerings can get buried beneath the competition in search results. But with so many evolving tactics and tools, it’s easy to lose focus on what actually drives sustainable visibility and traffic. Below, members of Forbes Communications Council share 15 expert-approved strategies for optimizing your website’s SEO—and why these approaches continue to deliver results.