We had a great time at Savant B2B 2025 – a full day of ideas, conversations and connections that left us inspired about where B2B is heading. The big takeaway? Even as technology accelerates, real success still comes down to people, culture and clarity.
Here are some of the highlights that resonated with us:
1. Keep Strategy Simple and Human
The strongest strategies are clear, memorable and easy to rally behind. When visions get too complex or packed with jargon, they lose their power. Simple always wins.
2. Culture Comes Before Technology
You can buy the best tools in the world, but without trust, collaboration and the right mindset, transformation won’t stick. Culture is what makes change real.
3. Digital Maturity is Now About AI Readiness
B2B buyers already expect consumer-grade digital experiences. AI is moving fast from concept to practice – driving research, scaling content, and even shaping buying decisions. The winners will be those with strong data foundations and digital maturity.
4. Customer Experience is the Growth Engine
Whether it’s making a checkout smoother or creating journeys that feel seamless across channels, customer experience is what sets brands apart. Loyalty and advocacy are built on how people feel, not just what they buy.
5. Purpose and Personalisation Go Hand in Hand
Purpose-led brands inspire trust. Add personalisation, and you’ve got relationships that last. In competitive markets, values and relevance are powerful levers for growth.
6. Practical Innovation Beats Big Promises
Small, test-and-learn steps deliver more impact than waiting for a grand rollout. Innovation is about moving forward in ways that actually stick.
Final Thought
What struck us most is how closely the themes align with our approach at Biglight. The conversations weren’t just about technology for its own sake – they were about solving real human problems and building experiences that matter.
That’s exactly what we do every day: helping organisations uncover the unmet needs of their customers, then reimagine existing or create new digital experiences that meet them.