Cherry Tian chats to our Head of Brand and Communications Rachel Letham, and shares how Workspace Group, a flexible office provider serving 4,000 businesses across 60 London locations, approaches modern marketing challenges. Drawing on her experience across both B2C and B2B sectors, Cherry discusses cutting through content noise, the human fundamentals that unite all marketing, and how AI is transforming operational efficiency in commercial property marketing.
Five Key Takeaways
Deep customer understanding drives attention
Winning attention requires going beyond basic demographics to truly understand what matters to customers, what keeps them up at night, and what makes them feel heard. This insight allows brands to craft messages that genuinely resonate.
Reframe from 'what' to 'why'
Workspace differentiated itself in a 'sea of sameness' by shifting from selling office spaces to communicating their purpose: creating environments where London SMEs can grow and make it happen. They showcase real customer stories rather than generic office imagery.
The 95/5 rule demands full-funnel thinking in B2B
Only 5% of potential customers are in-market at any given time, particularly in high-consideration B2B categories with longer buying cycles. Brands must balance conversion activities (targeting the 5%) with brand-building efforts (warming up the 95%) to ensure future consideration.
Emotion matters equally in B2B
Business decision-makers are human beings who make emotionally-driven decisions. Workspace became the first in their sector to use Connected TV specifically to build emotional connections through storytelling, recognising that finding office space is a highly emotional journey for SME founders.
AI enables scale without sacrificing quality
Workspace automated content creation for 600-800 units, transforming a time-consuming copywriting process into instant generation. ChatGPT-created showroom visualisations of empty units helped customers imagine possibilities, significantly improving website conversion rates.
5 minutes with Cherry Tian
Cherry Tian, Member of The Marketing Society and Head of Marketing at Workspace answers these questions:
Winning Attention
"In a world where people are exposed to an enormous amount of content everywhere, how do brands win attention and cut through the noise?"
Leveraging AI
"How have you leveraged AI in your team to help with efficiency and effectiveness?
B2B Marketing
"How different is B2B marketing from B2C in your experience and how have you applied B2C marketing in your current role?”
Two Action Points
to take from this
Audit your category for differentiation opportunities
Map out how competitors communicate and identify whether you're contributing to the 'sea of sameness'. Challenge your team to reframe your offering from product features to meaningful customer outcomes, then test emotionally-driven storytelling approaches.
Identify high-volume, repetitive content creation tasks for AI automation
Look for areas where your team is constantly 'playing catch up' with content needs. Pilot AI tools for asset generation, starting with structured content (like property descriptions or product specifications) where you can feed existing data and see immediate efficiency gains.
"People's attention is not just short, but very, very selective. They'll literally tune out anything that doesn't move, doesn't matter or doesn't make them feel. So as a marketeer, if you can truly understand these things, you can then craft messages that your customers truly care about and create campaigns that will resonate with them."
Cherry Tian Workspace
