B2B buyers don’t make decisions as companies, they make them as people. The people in buying positions are busy, under pressure, and far more likely to choose a supplier they trust.
That’s why personal connection still matters. In fact, it’s often the difference between being shortlisted and being ignored.
While B2B marketing strategies often lean into logic, data and long buying cycles, the truth is that trust, relevance and relationships are what really drive action. Buyers want to feel understood – not just targeted.
In this blog, we’ll explore why personalisation and emotional connection are essential in B2B – and how to bring a more human approach into your marketing efforts, without losing structure or strategic focus.
The Human Behind Every B2B Buyer
Whether you’re selling software, consultancy, materials or machinery, your B2B customer is a real person with a job to do. They’re not just thinking about specs and features – they’re also thinking about risk, reliability, deadlines, and how this purchasing decision reflects on them.
That’s where many marketing strategies fall flat: They talk about products and services like they’re being sold to a faceless organisation. But behind every enquiry is a decision-maker with motivations, pressures, and emotions. Just like B2C customers, they’re influenced by how your brand makes them feel.
That means tone, trust and relevance all play a bigger role than we sometimes give credit for. And if your message doesn’t connect on a human level, your competitors are already one step ahead.
B2B and B2C Marketing: The Gap is Closing
Traditionally, B2B and B2C marketing have been treated like completely separate worlds. One focused on function, the other on feeling. But that line is now blurred.
Modern B2B buyers expect the same experience they get as B2C customers. That means clarity, consistency, personalisation and ease. They don’t have time to chase information, read waffle-heavy whitepapers, or wait three days for a response to a contact form.
If your B2B marketing strategy feels disconnected, overly formal or impersonal – it’s going to fall flat.
The best-performing B2B marketing trends are those that mix strategic thinking with personality and emotional relevance. Because ultimately, it’s still person-to-person, even in business to business (B2B) contexts.
Relevance is the New Personal
You don’t need to fake familiarity to be personal. What matters more is relevance. If your message speaks to your target audience’s actual situation – their industry, goals, and challenges – it feels like you “get” them.
Start by mapping out your ideal B2B buyer:
- What pressures are they under?
- What outcomes are they trying to achieve?
- What does their internal approval process look like?
- What type of language or tone do they respond to?
This is the groundwork that turns a generalised marketing strategy into a personal one.
Tools like customer relationship management (CRM) systems, email marketing automation, and lead scoring can all help personalise the journey. But the real power lies in understanding your audience well enough to be specific from the start.
Buying Decisions Are Still Emotional
You might think B2B buyers are purely rational – comparing specs, pricing, and performance before choosing a supplier. But research consistently shows that emotion plays a huge role in the purchasing decision. Sometimes even more so than in B2C.
Why? Because the stakes are higher.
A poor choice might waste budget, damage reputation, or delay a project. A great choice could boost efficiency, support career growth, or help secure promotion. There’s more on the line.
That means trust, credibility, and confidence all need to be built before the buyer even speaks to your sales team. And that’s where your marketing efforts come in – through consistent, customer-focused messaging across your content marketing, email marketing, and campaigns.
Use Content Marketing to Build Trust
Content marketing isn’t for SEO or social tickbox exercises. Its real purpose is helping potential buyers feel more confident in their decision – and in you.
Useful, relevant content shows you understand their industry, it gives them insights they can act on. Ultimately, it helps position your business as a valuable partner – not just a transactional provider.
Try:
- Creating blogs that speak directly to your target audience’s pain points
- Sharing real case studies with a human angle – not just stats and numbers
- Including team members in your content to show the people behind the brand
- Publishing thought leadership that reflects your values and point of view
This kind of content helps warm up potential buyers before they even make contact – making it easier for your sales team to convert, and for your brand to stay top of mind.
Email Marketing Still Works – But Only If It’s Personal
Email marketing is still one of the most effective tools in B2B. But mass sends with generic messaging? That’s a fast way to the unsubscribe list.
Segment your list by role, industry, or where they are in the buying process. Tailor your message to their situation. Offer real value and insight, not just promotions or sales updates.
For example:
- If you’re emailing prospects, share helpful guides or articles
- If you’re following up on a download, include a human name and direct reply
- If they’re already a client, use email to nurture the relationship with insights, events or check-ins
Done right, email becomes a relationship-building tool instead of just a marketing tactic.
Don’t Focus on Getting the Sale – Focus on Being Remembered
A personalised marketing approach helps you win and retain business.
If your B2B customer remembers your team, your helpful advice, or the way you made their life easier – you’re more likely to be recommended, rebooked, or re-engaged when new projects come up.
You become more than a supplier, you become a safe choice.
That’s why even after the purchasing decision is made, your B2B marketing technique should still focus on relationship-building. Share useful content. Send project updates. Offer value that keeps your brand relevant – even when you’re not actively selling.
Forget Building a Personal Brand – Build a Reputation
Encouraging your sales team or senior leaders to be active online is smart – especially in B2B, where relationships and expertise drive conversions. A strong personal presence can absolutely build trust with potential buyers.
But here’s the catch: if their content isn’t aligned with your wider strategy, they’re just building their personal brand – not your company’s reputation.
Personal branding should be used as a tool to strengthen business positioning and help achieve business goals. That means every post, comment or video should still connect back to the values, services and message your company stands for.
It also needs to be genuine. If someone builds a polished, credible presence online but shows up completely differently in real life – it’s jarring. That disconnect erodes trust. The same goes for how they behave in meetings, events, and email. Consistency builds confidence. Inconsistency raises red flags.
So yes, let your team show up as themselves. Let them share insights, experiences, and value-led content. But always bring it back to your business – and make sure what people see online matches what they get in person. Because in B2B, reputation is everything.
Final Thoughts
Personalisation isn’t just for B2C (business to consumer) anymore. B2B marketing strategies that feel cold, generic or overly corporate simply won’t cut through.
Modern B2B buyers expect the same clarity, relevance and connection that they get as consumers. They’re not just evaluating your products and services – they’re evaluating how it feels to work with you.
So if your marketing strategy is all logic and no heart, it’s time to rethink. Focus on relevance, build trust and show your personality. Because even in business to business, it’s still person to person.
Want to create a marketing strategy that actually connects with your audience?
We help B2B brands create personalised, strategic marketing campaigns that build relationships.
Get in touch to see how we can support your business.