11.09.2025
Digital marketing is ceasing to be an “auxiliary channel”—it is becoming the foundation of brand communication, regardless of its format. But we must remember that on the other side of the screen or monitor is not an abstract “business,” but a real person. Therefore, storytelling, the successes of real people, and sincere emotions work best.
In modern B2B marketing, even in a technically complex industry like energy, the individual with their needs comes to the forefront. Strategies focused on building trust and “live” communication are becoming the foundation of success.
Nadiia Biliavtseva, Marketing Director of Vector VS, spoke about this during the Energy Club course “Communications and Interaction in Energy: Strategies for PR, Marketing, GR, and Lobbying in Ukraine.” She has been working in marketing for over 20 years, has diverse experience in B2B, B2C, and e-commerce, and notes that the line between these segments is becoming increasingly blurred.
The course participants learned how to build live communication, convey company values through social media, create accessible content, and systematically maintain their reputation. Nadiia Biliavtseva shared her impressions of the educational project in an interview with the Energy Club’s media department:
— In my opinion, the course was very timely. Today, energy is not just about technology and infrastructure, but also about proper communication. In the realities of war, trust and transparency have become perhaps the main currency, so learning effective communication right now is extremely relevant. The audience pleasantly surprised me—very diverse in experience and age, but all united by a sincere desire to understand how modern tools work.
Overall, the feeling from the project is very bright. It’s not just training, but a platform where a community of people who want to change approaches in the industry is formed. And it is this “live energy” of the participants that is the greatest value.
— Nadiia, you spoke about the blurring lines between B2B and B2C. How can an energy company that sells complex industrial equipment use the “human” storytelling mentioned in the course on its digital channels?
— I always repeat: even in B2B, we are talking to people. Yes, on the other end of the negotiation might be a technical director or an engineer with twenty years of experience, but it is still a person with their own values and emotions. So when we sell complex equipment, it’s worth remembering—we are not just talking about functions and technical specifications, but also about meaning.
Humanity in digital channels is when you talk not only about the product but also about those who create it, about the teams “behind the scenes”. These are stories about how your equipment helps clients overcome challenges in their work. It means simpler texts without jargon, real photos with people, not just technical objects. This approach immediately creates a sense of trust.
— What digital tool in the Ukrainian energy sector is the most underestimated today, and what unique opportunities for reputation building does it hide?
— In my opinion, LinkedIn is still very underestimated in the energy sector. It is a platform where you can build an international reputation, speak with potential partners and investors, and position yourself as an expert. For companies that want to be visible outside of Ukraine, LinkedIn should be a top priority.
Second is TikTok. And I deliberately place it here because it is perceived as something frivolous, but in reality, it is a channel with huge potential. A new audience is being formed here, which tomorrow will be working in engineering, management, and the public sector. If the content is presented correctly—short videos explaining technologies, debunking myths about energy, showing the “behind-the-scenes” of large processes—it can be a breakthrough for an industry that usually seems “dry” and overly technical.
As for YouTube or Facebook—they are already “classics.” Everyone knows they work, everyone is there, and they are important tools, but today the wow effect is more likely to come from new formats and new channels.
— Can you share a case where a well-crafted digital strategy, similar to those discussed in the course, helped an energy company achieve a specific business goal?
— I can share my own story. When we were looking for new partners in a European country, we arranged a meeting to discuss future cooperation. Our team arrived with a presentation, ready to talk about the company, our experience, and our strengths. But before we even opened the first slide, the partners smiled and said: “We know about your company. We’ve been following you on social media for a long time”. The negotiations took place in a completely different atmosphere—with trust, as if we had been cooperating for a long time. This once again proved that systematic work with communications in digital channels builds a reputation and opens doors long before you physically meet a partner.
— Your advice to the audience.
— I would advise looking at your business through the eyes of the client: how they see you, what they feel, what they want to hear in your communications. Don’t be afraid to add a human touch even to complex technical topics—it doesn’t diminish your expertise but, on the contrary, makes you more relatable. Use data and analytics, but always remember that behind the numbers are people. And most importantly—be consistent: a digital strategy works when it is systematic, not just from one campaign to the next.
