B2B infrastructure is undergoing a profound transformation as organizations adapt to the accelerating pace of technological change. Enterprises are reimagining their IT ecosystems—from cloud computing to mainframe modernization and edge deployment—to harness the innovative power of AI, while ensuring security and compliance with regulations like the General Data Protection Regulation (GDPR) and the Digital Operational Resilience Act (DORA).
As the IT landscape evolves, so must infrastructure companies’ communications strategies. Demonstrating longevity and adaptability is no longer enough. Companies need innovative, multi-channel approaches that clearly showcase brand trust and impact to influence buying decisions amidst the noise and hype. By leveraging employee advocacy, proprietary data, and experiential marketing campaigns, brands can connect more effectively with their audiences and differentiate themselves in a crowded marketplace.
Here’s a closer look at the key trends reshaping B2B infrastructure and the communications strategies companies can use to stay ahead:
Cloud Computing: The Cornerstone of Data and AI Innovation
Cloud platforms continue to serve as the backbone of enterprise strategies, powering innovation in data and AI. This is especially evident in the growing adoption of data lakehouse architectures, which combine the scalability of data lakes with the high performance of traditional data warehouses to enable advanced analytics and machine learning capabilities. By leveraging these architectures, organizations can efficiently manage and analyze vast amounts of data, driving insights and fostering the development of sophisticated AI models.
In order to create mindshare alongside established tech giants like AWS, which dominate media conversations, cloud computing companies must adopt a multi-channel communications approach that clearly conveys the benefits and unique value-add of your platform. To engage stakeholders effectively, leverage a mix of earned, owned, and paid communication channels—such as webinars, thought leadership articles, and social media—to demonstrate how your solution integrates into the broader IT ecosystem and drives efficiency and innovation.
Demonstrating trust and impact in a crowded market is difficult. Brands must foster meaningful engagement by offering interactive opportunities, including live demos, workshops, and Q&A sessions. These experiences provide stakeholders with hands-on exposure to your platform while also creating a valuable avenue to gather real-time feedback and build trust. By blending compelling narratives with interactive experiences, you can position your platform as the essential foundation for modern enterprise innovation.
Mainframe Modernization: Balancing Stability and Agility
While cloud computing offers dynamic and scalable solutions for modern enterprises, it’s equally important to recognize the enduring role of mainframes in today’s business landscape. Mainframes, the “backbone of the world’s economy,” in the words of Forbes reporter Heather Wishart-Smith, are undergoing significant modernization to align with evolving business needs. Mainframes, long integral to financial services, government, and healthcare, are being re-engineered to integrate with cloud platforms, enabling improved interoperability and real-time data access. Businesses also demand enhanced agility, with modernized mainframes supporting faster deployment of new applications while incorporating advanced analytics and AI capabilities to drive data-driven decision-making. These updates ensure mainframes remain essential while adapting to today’s digital-first economy. As Belle Lin of The Wall Street Journal observed in her article Mainframes Find a New Life in AI Era, “The industrial-strength mainframe computer, invented decades ago for heavy-duty data processing, is proving its staying power even as next-generation artificial intelligence takes center stage.”
How can legacy IT infrastructure companies stand out in cloud-dominated conversations? It begins with thoughtful communication that highlights the ongoing relevance and innovation of these systems. Executives play a crucial role by using platforms like LinkedIn and X/Twitter to share genuine insights on hybrid strategies, modernization efforts, and the enduring importance of mainframes. They should link these insights to current trending media topics —such as AI innovation—explaining how mainframes unlock critical data to train AI models. Consistent thought leadership in these areas can build credibility for both the executive’s personal brand and the company’s vision.
Company employees add another dimension, sharing authentic stories about integrating legacy systems with advanced AI and supporting critical industries. Amplifying these diverse perspectives—beyond the corporate voice—creates a more relatable and compelling narrative.
Edge Computing: Expanding Enterprise Reach
While integrating legacy systems with advanced AI showcases the evolution of enterprise technology, another critical advancement is edge computing. Edge computing continues to gain traction as organizations seek to process data closer to its source. This approach is especially critical for industries like manufacturing, healthcare, and retail, where low-latency data processing is essential.
A powerful communications strategy lies in leveraging proprietary data to reveal edge computing trends and ultimately capture media interest and highlight industry thought leadership among key audiences. By analyzing and sharing unique insights—such as trends in edge adoption, performance benchmarks, or untapped opportunities revealed through specific solutions—brands can position themselves as trusted sources of information, while reinforcing the critical role of edge computing in addressing real-world challenges. When combined with timely commentary from executives, this data-driven storytelling strategy can help brands secure earned media coverage and elevate the organization’s voice in a crowded market.
The Big Picture: A Unified Vision for B2B Infrastructure
In the competitive, crowded and rapidly-evolving IT infrastructure landscape, the need for clear, impactful communication becomes even more vital. By showcasing leadership through authentic storytelling, strategic use of data, and consistent, multi-channel engagement, IT infrastructure companies can not only highlight their value but also foster trust and demand among key audiences.