“I worry that B2B marketing is a glorified extension of the sales team. That’s not where the value is.”

Rory Sutherland

B2B needn’t mean Boring to Bland

Let’s face it, B2B marketing sometimes feels like that moment just before your morning coffee kicks in. A little sluggish. Functional (just). Not exactly bursting with excitement. Meanwhile, B2C marketers are already buzzing around, with their vibrant campaigns and emotional storytelling. But what if I told you that B2B could be just as engaging? Just as captivating? And it ain’t that hard to make it so (though, admittedly, it can sometimes feel that way).

You see, the real issue behind this difference is simply a misconception. One that’s been lingering for far too long: the notion that B2B decisions are purely rational, leaving no room for creativity or emotion.

B2C is from Venus, B2B is from Mars

There’s a persistent myth that our B2B buyers are robotic decision makers. Devoid of any feeling and only utilising cold hard facts. It’s as if they’re from Mars, driven by pure reason – while B2C consumers are from Venus, swayed by feelings and whims. But this is a false dichotomy.

The truth is, B2B decisions are made by people, and people are inherently emotional beings. We all have hopes, fears, and aspirations – yes, even in the workplace. We want to connect with brands that share our values, inspire us, and, arguably most importantly, understand our challenges. B2C marketers have long understood this, crafting compelling narratives that resonate with their audience on a deeper level.

Win hearts and the minds will follow

Think about the brands you truly admire. They’re not just the ones with the best products or the lowest prices. They’re the ones that stand for something; that have a purpose beyond what they do or make. They’re the ones that make you feel like you’re part of something bigger.

We often make emotional decisions quicker than rational ones. It’s hardwired into us. All of the best brand building taps into this. And it REALLY isn’t rocket science.

Connect with your audience on an authentically human level, find the thing that makes their lives easier or raises their professional standing. Manage this and you’ll build trust. You’ll inspire loyalty. And most importantly, when it’s time for more rational messaging – their decision is already half made. Ta dah!

Case Study: Preservica – Preserving the Past, Protecting the Future

Preservica, a digital preservation company, is a prime example of a B2B brand that’s embraced their purpose. They’re not just selling software; they’re on a mission to safeguard the world’s digital heritage for generations to come. It’s a powerful message that resonates with their audience and sets them apart from the competition.

How to B2B more human

So, how can B2B marketers inject more creativity and humanity into their brands? Here are a four simple principles to live by:

Put people before product: People like to be central characters in the story they’re being told. Start with the customer and their needs, not your shiny product and how great it is.

Keep it real: Being natural makes you relatable. When you’re relatable you’re more likeable, which in turn makes you memorable. And when you’re memorable, then you’re really in business.

Head AND heart: We talked already about heart, but don’t forget the head. It’s about balance and timing. Use emotive storytelling to connect and be remembered. And when your buyer’s set to buy, be ready to dish the data and let the features flow.

Dare to be different: Humans are fundamentally creative creatures. That’s why every one of us welcomes having a drab day interrupted by something a little different – and that includes marketing.

Every B2B brand can do this

By embracing creativity and infusing our brands with humanity, we can forge deeper connections with our audience, build stronger relationships and achieve stratospheric success. And while there is a science to making B2B more P2P (you figure it out), there’s not a rocket to be seen.

Ditch the corporate constraints (not all of them – regulation is regulation, after all). Tap into the above. And before you know it, you’ll have a brand that’s both meaningful and memorable. Time for blast off, eh?