B2B Marketing: 6 Things Most Brands Get Wrong

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B2B marketing, often perceived as a world of numbers, data, and business jargon, is in the midst of a transformation. The traditional image of B2B marketing as cold, impersonal, and purely transactional is evolving. In today’s digital age, humanizing B2B marketing is no longer just a nice-to-have but a strategic imperative. When done right, it can build stronger, more meaningful connections with clients and prospects and set your brand apart from the competition. Unfortunately, many brands still get it wrong. Let’s explore six common mistakes and how to rectify them to humanize your B2B marketing efforts.

B2B Marketing Mistake: Neglecting Storytelling

Many B2B brands neglect the power of storytelling. They focus solely on product features, data, and statistics, forgetting that decision-makers are humans who respond to stories. According to a Content Marketing Institute study, 68% of B2B marketers believe that storytelling enhances their brand’s message and makes it more relatable. Stories create an emotional connection and help your audience relate to your brand on a personal level. Use storytelling to highlight your brand’s journey, customer success stories, or the people behind the scenes. Showcasing the human aspect of your business makes your brand more relatable and memorable.

Overly Technical Jargon

B2B marketing often falls into the trap of using complex technical jargon, assuming that it makes the brand seem more professional. However, this can alienate potential clients who don’t have a deep understanding of the industry-specific terms. According to a study by the Nielsen Norman Group, overly technical language is one of the top factors that contribute to poor user experiences. Instead, use plain language to communicate your value proposition. Explain your solutions in a way that anyone can understand. This approach not only humanizes your brand but also broadens your reach.

B2B Marketing Mistake: Ignoring Customer Feedback

Many B2B brands get it wrong by ignoring customer feedback. They assume that B2B clients are only concerned with their bottom line and neglect to gather and act on feedback. By actively seeking and responding to customer feedback, you show that you value their opinions and are committed to improving their experience. According to a survey by HubSpot, 81% of customers believe that companies should listen to their feedback and act on it. Incorporating customer feedback into your products and services demonstrates a genuine interest in your clients’ success.

B2B Marketing Mistake: Sterile Content

B2B marketing content often suffers from being overly formal and uninspiring. Content like whitepapers, case studies, and webinars can feel sterile and lack personality. To humanize your content, inject some personality and authenticity into it. According to the LinkedIn B2B Content Marketing Report, 86% of B2B marketers agree that authenticity is a key driver of content marketing success. Share personal anecdotes, insights, and opinions. Your audience wants to connect with real people, not faceless corporations. Sharing your brand’s personality through your content can make it more engaging and relatable.

B2B Marketing Mistake: Neglecting Social Media

Some B2B brands still underestimate the power of social media. They view it as a platform for B2C marketing and fail to see its potential in building meaningful B2B relationships. In reality, social media is a valuable tool for humanizing your brand. According to the Content Marketing Institute, 96% of B2B marketers use social media in their marketing efforts. Share behind-the-scenes glimpses of your team, engage with your audience through comments and messages, and showcase your brand’s personality. Social media provides an excellent opportunity to establish a human connection with your B2B clients and prospects.

B2B Marketing Mistake: Lack of Personalization

Personalization is crucial in B2B marketing, yet many brands miss the mark. Instead of generic email blasts and one-size-fits-all messaging, tailor your communications to the specific needs and interests of your audience. According to a study by Epsilon, 80% of consumers are more likely to do business with a company that offers personalized experiences. Utilize data and analytics to segment your audience and deliver relevant content. When your audience receives content that speaks directly to their concerns and goals, it humanizes your brand by showing that you understand and care about their individual needs.


In conclusion, humanizing B2B marketing is not just a trendy buzzword; it’s a strategy that can set your brand apart, build stronger connections with clients, and drive business growth. By avoiding these common mistakes and focusing on storytelling, plain language, customer feedback, authentic content, social media engagement, and personalization, you can humanize your B2B marketing efforts and reap the rewards of more meaningful and successful client relationships. Embracing these strategies will not only drive engagement but also strengthen your brand’s position in a competitive marketplace.

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