Learnings from the book: Humanizing B2B

As B2B marketing leaders, how many times have you found yourselves feeling like you're just pulling levers and executing strategies without truly connecting with the people behind the data points? We often believe that our buyers are entirely logical, rational, and driven by economic reasoning. But the reality is much more complex. Our product-led mindset, once the cornerstone of B2B marketing, is no longer cutting it.

In the book "Humanizing B2B" by Paul Cash and James Trezona, the authors challenge us to rethink our approach. They present five key principles that push us to move away from short-term tactical approaches like lead generation and embrace a more human-centric marketing strategy. These principles are not just about making our marketing more effective—they're about fundamentally shifting how we connect with our audience on a deeper, more emotional level. As the authors aptly put it, this is really just common sense.

People Over Products

In B2B marketing, it’s easy to focus on product features, but the real value comes from understanding and connecting with the people behind those products—both within our organizations and among our customers. "Humanizing B2B" challenges us to shift from just promoting products to truly addressing the underlying needs, desires, and identities of our customers.

The book quotes Gallup research - only 29% of B2B customers feel fully engaged with the businesses they buy from, leaving 71% at risk of switching to competitors. This is because, while their functional needs might be met, their emotional needs are often overlooked. Today's customers want more than just a solution; they want to feel that the product or service they choose aligns with their identity and values. They seek emotional connections that make them feel valued and understood. By addressing these deeper needs in your marketing, you don't just win a sale—you earn customer loyalty.

Purpose-Driven Action

"Humanizing B2B" emphasizes the power of a clearly defined and actionable purpose as a key differentiator in today’s market. An Edelman survey reveals that 61% of C-suite executives are willing to pay a premium for services from brands with a clear vision. Yet, while 86% of businesses recognize the importance of purpose, only 24% have integrated it into their operations and customer interactions.

Simon Sinek’s framework emphasizes that while most companies know what they do and how they do it, few truly understand why they do it. The "why" is the core belief that drives everything. By embedding your purpose into every aspect of your business, and every touchpoint you transform from just another provider into a trusted partner with a mission that resonates deeply with your customers and employees alike.

Emotion at Your Marketing Core

Emotion is often underestimated in B2B marketing, but it plays a crucial role. Gartner research shows that the average decision-making group in enterprise-level B2B purchases has grown from 5.4 people to 10.6 in just 18 months. This growth highlights a critical truth: B2B buyers are often more concerned with avoiding a wrong decision than making the right one, which leads them to seek safety in numbers.

As the number of decision-makers increases, your control over the buying process diminishes. It’s no longer enough to present facts and figures; your brand must connect emotionally to influence those you can’t directly reach. Even when buyers think they’re being rational, their decisions are often driven by how they feel about your brand.

In many cases, a two-year sales process can be won or lost based on the impression a C-suite executive forms after a brief interaction with your brand. By integrating emotion into your marketing strategy, you’re not just selling a product—you’re creating a narrative that aligns with the emotional needs and desires of your audience, ensuring that your brand is memorable and that your message cuts through the noise.

The Power of Likeability

Likeability is often an overlooked factor in B2B marketing, but it can be the decisive element that wins or loses a deal. True likeability stems from being genuine, helpful, and trustworthy. "Humanizing B2B" highlights that customers are more likely to do business with companies they like and trust, even if those companies don’t have the superior product.

Likeability isn’t just about making a good impression—it’s about creating a bond that influences decisions in your favor. Customers value companies that are willing to go out of their way to be helpful, share what others are saying about them, and communicate in a warm and personable manner. Likeability is closely tied to trust. People don’t trust someone they don’t like, and in business, trust is a powerful currency.

Storytelling as a Strategy

Effective storytelling makes your marketing more human. It’s a reminder that there’s a person at the other end of every business decision. By focusing on stories that highlight human experiences—whether it’s a customer overcoming a challenge with your product or an employee going the extra mile, you create a connection that transcends the transactional nature of most B2B relationships.

"Humanizing B2B" explains that storytelling is one of the most effective ways to humanize your brand and make your marketing resonate with your audience. Storytelling works because it taps into the chemistry of our brains. When we hear a story, our brains release neurotransmitters like dopamine, oxytocin, and endorphins, which enhance our focus, empathy, and sense of connection. It’s no wonder that stories are more memorable than facts and figures alone.

But storytelling isn’t just about making your brand memorable; it’s about showing empathy and understanding. By telling stories that resonate with your audience's experiences, you’re not just marketing; you’re building relationships. The book explains that there are three levels of empathy that can be communicated through storytelling: cognitive empathy (understanding the thoughts and feelings of others), emotional empathy (sharing the feelings of others), and compassionate empathy (taking action to help others). By weaving these elements into your narratives, you make your brand more relatable and trustworthy.

B2B marketing leaders, this book is a must-read! The shift from just pulling levers to truly humanizing our marketing efforts is not just necessary—it's inevitable.