[NEW INSIGHT] 6 ways to build executive visibility without burning out
Personal branding is essential in the B2B space, where trust, not just price or product, is often the deciding factor in buying decisions.
In fact, 77% of decision-makers say they’re more likely to buy from a company whose CEO uses social media.
Whether you’re a founder, executive, or industry expert, your personal reputation can open doors, build influence, and drive growth for your business.
In this article, we’ll explore 11 personal branding strategies that actually work in B2B, from challenging industry clichés with thought leadership to showcasing your personality.
These tactics are designed to build visibility, credibility, and real commercial impact.
Think of what distinguishes your firm and the novel insights only you have access to.
Building a powerful personal brand isn’t easy in B2B. Audiences, often executives, investors, or technical buyers, don’t care about charisma or job title alone.
If you truly want to break through the noise, you need a clear positioning that defines exactly what you stand for, who you serve, and the unique value you can bring.
If you’re a tech leader heading a SaaS startup, you might position yourself as an innovator who challenges legacy thinking and reshapes entire industries.
If you’re a finance executive at a major bank, you’ll probably want to be seen as a trusted advisor who provides reliable forecasts and transparent advice that few others offer.
Alternatively, if you’re an angel investor or VC, you can become known as a connector, valued for your network access and healthy deal flow.
To settle on a positioning that’s best suited for you, reflect on your unique strengths. Think of what distinguishes your firm and the novel insights only you have access to.
Second, consider your target audience’s needs. For example, in economic turbulence, trusted financial advisors will be in high demand.
Lastly, decide on the impact you want to make and strategically produce varied content across channels that slowly builds towards that objective.
Always deliver genuine value that educates your audience while simultaneously establishing credibility for you and your firm.
It’s in the name… Personal branding must be unique to you.
As soon as you piggyback a trend or reiterate another thought leader’s perspective, you risk coming across as insincere and desperate.
Always deliver genuine value that educates your audience while simultaneously establishing credibility for you and your firm. Put yourself in your audience’s shoes and respond by drawing on your career path, wins, and failures to legitimise your campaigns in a way only you can.
Don’t be afraid to question industry clichés, too.
Rather than suggesting “AI is changing everything”, say: “Most companies don’t need an AI strategy. They need a data strategy first.”
Replacing buzzwords with a nuanced view like this helps you stand out by re-framing the conversation and encouraging audiences to reflect.
You can also apply your insights in fresh contexts to boost engagement.
For example, few people consider what SaaS companies might learn from fast fashion when it comes to speed to market. It's a chance to spark new thinking and showcase your creativity.
But above all, drop the jargon. Audiences won’t trust you if they think your personal branding campaigns are contrived, and they won’t follow you if they can’t understand you.
To genuinely stand out among the B2B community, you need some level of consistency.
When your personal branding campaign first kicks off, LinkedIn will become your primary channel for sharing content.
It’s the go-to platform for C-Suite executives, founders, marketers, investors, and industry peers.
It will give your content a longer shelf life than any other social media platform, with some posts getting traction for weeks.
It specifically rewards thought leadership posts rather than short-form or trend-driven content.
It builds trust through visibility and a big-picture narrative.
This isn’t to say that building a personal brand on LinkedIn is easy. To genuinely stand out among the B2B community, you need some level of consistency.
After all, 91% of LinkedIn creators post at least once every three days, which shows how active you must be to compete.
Being visible on LinkedIn isn’t enough. To really make an impression among potential clients, investors, and talent, you need to be visible in the media, too.
There are hundreds of online trade outlets that look good to the eye and rank well on search engines, which can initially propel your personal brand.
Don't rush to appear on broadcast or Bloomberg. Securing these opportunities can be tough, and aiming for them too soon may even dishearten you altogether.
In the first instance, aim for coverage in trade titles, which can, in many ways, be just as valuable.
On one hand, trade titles are read by many B2B peers, giving you visibility and a vehicle to deep dive into complex topics.
And on the other hand, these days, there are hundreds of online trade outlets that look good to the eye and rank well on search engines, which can initially propel your personal brand.
Before long, enough coverage in these outlets can open doors to bigger opportunities.
That said, this doesn’t mean the quality of the insights you share should be any less polished. If you pitch carelessly, journalists can blacklist you.
Whenever you pitch to journalists, no matter the publication, you need a structured approach.
Highlight your credentials for credibility.
Pick a strong and timely news angle.
Make your opinion clear and to-the-point.
Include evidence and relevant data.
Be polite and respectful of the journalist’s time.
Only pitch to hyper-relevant journalists.
As a rule of thumb, if you follow these guidelines and keep your media pitches punchy, you’ll have a better chance at securing coverage no matter the publication.
At the very least, you'll begin to build long-term relationships you can later rely on, leading to an opinion article you contribute, a media interview where you're questioned on the spot, or a written comment featured in a broader piece.
As we’ve already mentioned, including data within the likes of media pitches and even LinkedIn posts can elevate your content significantly.
It grounds your insights, supports your arguments, and in most cases, moves debates forward in brand-new directions.
There’s less of an ulterior motivation other than contributing to the conversation, and it paints you as someone worth listening to rather than another B2B voice trying to sell something.
But if you want to give your personal profile an additional boost, consider using original data. It feels more personal and accountable since you’re interpreting it through your own lens.
There’s less of an ulterior motivation other than contributing to the conversation, and it paints you as someone worth listening to rather than another B2B voice trying to sell something.
So, next time you and your brand are in discussions about commissioning research, running surveys, or developing case studies, think about how you can bring those conversations to life for your company's benefit and your own.
Every time you share a social media post or write for a publication, there will be a handful of readers, and even potential buyers, at the other end of the screen, wondering where they might hear from you in person, whether it’s on a panel, at a roundtable, or at a key industry event.
If you avoid the spotlight for too long, they may question your genuineness, and you risk missing out on valuable relationships while your competitors benefit instead.
Just make sure that you only speak at events that matter. Overdoing these engagements can actually weaken your voice, dilute your impact, and make your message feel less exclusive.
Besides, when you consider how many pan-sector B2B events take place around the world every year, there really is no excuse not to put yourself out there.
Of course, you’ll need to prepare a pitch and some speaking points you can reliably discuss over a sustained period. But the value you’ll get out of the exposure, in-person speaking experience, and networking makes these occasions worthwhile.
As an added bonus, your company can leverage recordings across its channels to further boost conversion rates.
Just make sure that you only speak at events that matter. Overdoing these engagements can actually weaken your voice, dilute your impact, and make your message feel less exclusive.
Taken as a whole, this builds a recognisable, polished image that not only helps differentiate you from other B2B thought leaders but also gives you a competitive advantage.
If there’s one thing that you should remember above all, it’s that personal branding isn’t just words.
High-quality images present you in a premium light.
Varied video content makes your insights easier to digest.
A crisp, personal website houses all your content, news, and rewards in a singular place.
Graphics sharing a style of font, colour, and design diversifies your content.
Taken as a whole, this builds a recognisable, polished image that not only helps differentiate you from other B2B thought leaders but also gives you a competitive advantage.
In B2B, people want to work and buy from leaders who are respected by those around them.
You want to build ambassadors for your brand, not critics who could jeopardise it.
When you consistently spotlight the talent, culture, and values of your team, it reflects well on your leadership.
But when all the focus is on you, your wins, your ideas, your opinions, it can quickly come across as ego-driven.
Over time, this self-centred approach can erode trust, make your content feel repetitive, and even alienate the very people who contribute to your success. Don’t make this mistake.
You want to build ambassadors for your brand, not critics who could jeopardise it.
Personal branding isn’t just about signing new clients or attracting talent to your business. Nor is it only about influencing policy or industry trends.
It’s about crafting a transparent portrait of who you are and what you care about most.
So, don’t be afraid to share your opinions on work-life balance, ESG, mental health, and any other meaningful topics that, in many ways, transcend your business.
Feel awkward about taking this approach?
Consider speaking on a podcast. They’re a far more natural way to truly express yourself. You wouldn’t be the first to do so.
Satya Nadella openly talks about empathy, disability inclusion (inspired by his own family), and the importance of a growth mindset, which humanises his leadership beyond tech.
Richard Branson frequently shares his passion for environmental issues, mental health, and employee wellbeing, positioning himself as a socially responsible business leader.
Sheryl Sandberg is known for advocating for work-life balance (following her husband’s passing) and women’s leadership, blending her personal experiences with her work.
Take our word for it, our clients have seen firsthand how authentic storytelling can open doors, build trust, and create lasting B2B business opportunities they never foresaw.
Make space for relatable anecdotes, behind-the-scenes moments of your team innovating or socialising, and spotlights on people who inspire you.
Finally, people follow your personal brand not only for your insights but your likeability. If you’re not enjoyable to listen to, your brand will never take off.
Despite what you might think, this is even true in the B2B space, particularly when sales cycles are long and the subject matter can be dry or complex.
So, whatever you do, make space for relatable anecdotes, behind-the-scenes moments of your team innovating or socialising, and spotlights on people who inspire you.
These human touches are what warm up early conversations, stick in boardrooms, and ultimately lead to real opportunities.