As BCM celebrates its 10th anniversary, the agency reflects on a decade of change across marketing, communications and the built environment. The tools may have evolved, but have the fundamentals of effective B2B marketing really changed? Members of the BCM team and Board share their thoughts
Q. Looking back over the last decade, what’s been the biggest change in B2B marketing?
Miriam Drahmane, CEO: The volume of content and communication channels available today is probably the biggest change. Ten years ago, many businesses were still deciding whether they needed a social media presence. Today, organisations are expected to maintain activity across multiple platforms while producing articles, videos, email campaigns, webinars, podcasts and thought leadership content.
The challenge is no longer creating content, but creating content that stands out. Buyers are increasingly selective, so the businesses that succeed consistently provide value rather than adding to the noise.
Q. Has the role of brand changed during that time?
Sara Stephen, head of client relationship & insight: Absolutely. One of the biggest misconceptions we still encounter is the belief that lead generation alone can solve a growth challenge.
Over the last decade, brand has become recognised as a powerful commercial asset, building trust, increasing visibility and giving buyers confidence long before they engage with a business.
Q. Why do so many businesses struggle to differentiate themselves?
Tim Hazelhurst, non-executive director: Many organisations describe themselves in remarkably similar ways, talking about quality, service, and expertise. Whilst these are all important, they are expected rather than distinctive. Real differentiation starts with understanding why clients choose you in the first place.
Q. How important is design in helping organisations stand out?
Sam Moore, head of design: Design has evolved from being a visual asset to a strategic one. In a crowded market, it helps businesses communicate clearly, consistently and with confidence – ultimately shaping how a brand is perceived across every touchpoint.
Q. How has technology changed the way marketing is delivered?
Yasmin Hussain, account manager: Technology has transformed the way campaigns are planned, delivered and measured. While marketers have more data than ever, the real value comes from combining insight with commercial understanding and customer knowledge.
Q. What does the next generation of marketers bring to the industry?
Lily-Maie Wilson, marketing executive: Digital platforms, content creation and emerging technologies are second nature to many younger marketers. What’s interesting is that while the tools have evolved, the fundamentals remain remarkably similar.
Q. What impact is AI having on marketing?
Mike Lake, non-executive director: AI is one of the most significant developments we’ve seen in recent years. As content becomes easier to produce, authenticity, expertise and original thinking become even more valuable.
Q. BCM has grown significantly over the last decade. What changes have you seen within the business?
Joanne Evans, office manager, HR & finance: Over the last decade, BCM has evolved from a small agency into a specialist team supporting organisations across construction.
Being named Small Agency of the Year at the Construction Marketing Awards was a fantastic milestone and recognition of that journey.
Q. Looking ahead, what do you think will define the next decade of B2B marketing?
Miriam Drahmane, CEO: Technology will continue to evolve. New platforms will emerge, AI will become more sophisticated and buyer expectations will continue to change. What is unlikely to change is the importance of understanding customers, building trust and creating meaningful distinction.
**Please note that this is a commercial profile
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