Why so many B2B brands suck (and what they can do about it)

Most B2B brands suck. Yes, I said it. As someone deeply involved in the world of B2B marketing, it saddens me how many B2B brands seem to consistently miss the mark when it comes to connecting with their target audience. Now, before I delve into the reasons behind this observation, let me clarify that there are certainly exceptions to this trend. There are B2B brands out there doing a fantastic job (many of them are our clients!), but they’re sadly outnumbered by those that fall flat. So, why is this the case?

Primarily, B2B brands often forget that behind the corporate facade, there are real people making the decisions. These decision-makers aren’t solely motivated by facts and figures; they’re human beings with emotions, aspirations, and individual needs. Yet, many B2B brands fail to tap into these emotional drivers. Instead, they rely on tired clichés, jargon-filled language, and a lack of personality. It's as if they believe that by appearing serious and professional, they automatically gain credibility. In reality, they’re simply blending into the sea of mediocrity, leaving no lasting impression.

Another thing is that B2B brands frequently overlook the importance of storytelling. The power of narrative isn’t limited to consumer brands; it can be equally impactful in the B2B space. However, many B2B brands seem to think that their products or services speak for themselves and fail to craft a compelling story around them. They forget that stories have the ability to engage, inspire, and ultimately build trust with their audience. Without a compelling narrative, B2B brands become forgettable and struggle to differentiate themselves from their competitors.

And, sorry, here's the kicker: B2B brands are often way too self-absorbed. They're so focused on their own features, benefits, and corporate achievements that they forget the most important question: "What problem are we solving for our customers?" Successful brands, whether B2B or B2C, always put their customers at the centre of their universe. They take the time to understand their customers' pain points, challenges, and goals, and then shape their messaging and solutions around that. Crucially, they move their story from what they do, to why it matters to their customers. But unfortunately, many B2B brands are stuck in a self-centred mindset that just doesn't resonate with their audience.

Sadly, most B2B brands also frequently neglect the power of creativity. They adhere to conservative, cookie-cutter designs, unimaginative content, and bland visuals. ?While some argue that B2B buyers are more rational and analytical, this doesn’t mean they don't appreciate creativity and innovation. In fact, injecting some creativity into B2B marketing can help break through the noise, grab attention, and foster brand loyalty. But instead, many B2B brands settle for the status quo, resulting in a sea of sameness that fails to inspire or captivate.

In short, most B2B brands suck. They suck because they’ve lost sight of the human element, neglected the power of storytelling, adopted an inward, navel-gazing approach, and ignored the potential of creativity. To succeed in today's competitive marketplace, B2B brands must challenge the norms, embrace their customers' emotions, craft engaging narratives, and inject creativity into their marketing efforts. Only then can they transcend the ordinary and truly connect with their audience. It's time for B2B brands to step up their game and leave behind the world of mediocrity.