The Emotional Imperative in B2B Marketing
B2B marketing has long been characterised by its focus on logic, data, and ROI-driven decision-making. However, as the digital landscape becomes more competitive and buyers are inundated with information, the role of emotion in B2B marketing has become increasingly critical. In a recent roundtable discussion hosted by Joaquin Dominguez, Head of Marketing at Adzact, a panel of experts explored how emotion is shaping B2B strategies, the challenges in integrating it effectively, and the evolving role of social media in humanising brands.
Host
Joaquin Dominguez was joined by a distinguished panel of marketing experts to explore the subject.
Guests
April Leatherman, Partner Marketing Manager at EPAM Systems
Jane Fanning, Former Marketing Manager at Dell Technologies
Hadar Livne, Former Marketing Strategy Leader at Kaltura and McCann
Misty Valdriz, Senior Campaign Marketing Manager at Infineon Technologies
Palmer Wallace, Senior Product Marketing Manager at Qualys
Why Emotion Has Been Overlooked in B2B Marketing
B2C brands have long embraced emotional storytelling to build strong consumer connections, yet B2B marketing has traditionally prioritised logic and functional benefits. Palmer Wallace highlighted that many B2B decision-makers operate under the assumption that purchasing decisions are purely rational, driven by metrics such as ROI, cost efficiency, and performance.
However, the discussion revealed that even in corporate environments, emotion plays a decisive role. Buyers are individuals with unique experiences, challenges, and concerns. Misty Valdriz pointed out that in today’s digital landscape, where buyers are bombarded with ads, emails, and sponsored content, an emotional connection can differentiate a brand. The panel agreed that while data remains vital, emotional engagement is what makes a brand memorable.
Hadar Livne reflected on her transition from B2C to B2B marketing, noting that in consumer marketing, emotional storytelling is second nature. In contrast, many B2B brands struggle to identify a single emotional driver also because their products cater to multiple stakeholders within an organisation. However, she argued that this is not an excuse to ignore emotion, but rather a challenge to refine messaging that resonates across different personas.
"Emotional storytelling isn't just a tool for consumer brands. In B2B, it's what makes companies stand out in a crowded, logic-driven market. The real challenge is that B2B buyers aren't a single persona—they're multiple stakeholders with different concerns" – Hadar Livne
Balancing Emotion with Professional Credibility
While emotional storytelling is essential, brands must strike a balance between credibility and engagement. Too much sentiment can dilute authority, while a purely fact-driven approach can make messaging feel impersonal. The panel discussed various techniques to navigate this challenge.
Hadar Livne and Jane Fanning both emphasised the power of case studies and customer testimonials in merging emotional appeal with professional credibility. Seeing real customers share their success stories helps potential buyers relate to the brand while simultaneously demonstrating tangible results.
"Case studies are invaluable because they do more than showcase results—they provide a human context to data. A well-crafted success story allows buyers to see their own challenges reflected in someone else’s journey, making the decision to engage far more intuitive and trust-driven." – Jane Fanning
However, in highly technical industries, collecting such testimonials can be difficult. Misty Valdriz highlighted that many companies struggle to secure detailed customer case studies and must instead rely on internal subject matter experts (SMEs) for insights. The challenge, she explained, is that technical SMEs often prioritise specifications over storytelling. Encouraging them to view marketing content from the customer’s perspective can help bridge this gap.
"Technical experts live and breathe specifications, but customers connect with narratives. Our job as marketers is to translate complex insights into relatable stories that inspire confidence and drive action. When we create content, we need to ensure it’s not just informative but also engaging, helping potential buyers see themselves in the story." – Misty Valdriz
April Leatherman stressed the importance of internal advocacy. When employees actively share their experiences and insights on social media, it creates an authentic, relatable voice for the brand. This approach, she argued, helps humanise B2B organisations while maintaining credibility.
"People trust people more than brands. When employees share their own experiences and insights, it gives the company a human voice that resonates far more than corporate messaging ever could” – April Leatherman
The Role of Social Media in Humanising B2B Brands
Social media has emerged as a powerful tool for bringing emotion into B2B marketing. However, as Palmer Wallace pointed out, LinkedIn, the primary platform for B2B marketing, has become oversaturated with promotional content. As a result, many brands are now exploring alternative channels such as Reddit, Discord, and niche online communities where conversations feel more organic.
"Reddit and Discord offer a level of authenticity that LinkedIn often lacks. In these spaces, brands have to contribute real value to the conversation rather than just broadcasting messages. The challenge is understanding the culture of these platforms and engaging in a way that feels natural rather than forced." – Palmer Wallace
Hadar Livne observed a significant shift in how B2B brands use LinkedIn, particularly in the rise of brand-to-brand interactions. Companies are no longer just publishing updates; they are engaging in real-time conversations, commenting on competitors’ posts, and adopting a more personable tone. This evolution is making brands feel more human and relatable, which, in turn, fosters stronger emotional connections.
Misty Valdriz noted that B2B companies face a unique challenge on social media: they must promote their products while also using the platform for recruitment, employee advocacy, and industry thought leadership. Managing these different objectives requires a nuanced content strategy that balances brand storytelling with professional insights.
The Power of Community and Knowledge Sharing
The discussion also explored how brands can build trust and loyalty by offering value upfront. Hadar Livne suggested that companies should freely share insights, data, and research rather than gating all content behind lead forms. This generosity not only builds credibility but also fosters long-term relationships with potential buyers.
Joaquin Dominguez provided an example of a former Head of Paid Media who launched a free LinkedIn advertising course packed with high-value insights. By sharing industry secrets at no cost, he built immense trust with his audience, making them far more receptive when he eventually promoted paid services.
April Leatherman also talked about how digital communication has changed, pointing out that as automation and AI take over more marketing tasks, the human touch is disappearing. She believes that brands will start going back to more personal, direct communication to stand out in a crowded digital world. Instead of relying just on automation, she encouraged companies to find the right mix of technology and human connection to keep their messaging real, relatable, and engaging.
The panel agreed that B2B brands that embrace this mindset—prioritising education and value over aggressive lead generation—are more likely to succeed in building engaged communities.
Key Takeaways
Emotion Drives Decisions – While logic and data are critical, buyers make decisions based on a mix of emotional and rational factors. Brands must craft messaging that appeals to both.
Case Studies and Testimonials Are Powerful – Real-world success stories bridge the gap between emotional storytelling and professional credibility.
Social Media Must Be Human – The best-performing B2B brands use social media to engage in authentic conversations rather than just pushing promotional content.
Community Engagement Builds Trust – Offering valuable content for free helps brands earn credibility and establish long-term relationships with their audience.
Internal Advocacy Matters – Employees are some of the best brand ambassadors. Encouraging them to share insights and experiences on social media adds authenticity and credibility to marketing efforts.
Conclusion
The role of emotion in B2B marketing is no longer a topic of debate—it is a necessity. Buyers expect brands to understand their challenges, engage with them meaningfully, and build relationships beyond the transaction. While integrating emotion into B2B marketing presents challenges, those who master the balance between storytelling and credibility will be the ones who stand out in an increasingly crowded market.
As the discussion highlighted, successful marketing isn’t about abandoning logic; it’s about complementing it with emotional intelligence. By leveraging case studies, humanising social interactions, and building communities around shared knowledge, B2B marketers can create deeper, more lasting connections with their audience.
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