LinkedIn's Alex Rynne argues B2B brands mistakenly believe their audience doesn't want entertainment. In reality, B2B buying decisions are just as emotional as B2C. Brands should be more courageous, incorporating humor and personality to stand out and connect with buyers on a human level.

The person scrolling social media at work is the same human they are at home. Effective marketing creates an emotional connection by focusing on the person ("P2P"), not just their professional role ("B2B"), leading to stronger, longer-lasting brand affinity.

The need for emotional connection isn't limited to consumer products. All software is used by humans whose expectations are set by the best B2C experiences. Even enterprise products must honor user emotions to succeed, a concept termed 'Business to Human'.

While the end goals differ—consumers buying confidence, professionals buying competence—the decision-making process is fundamentally emotional. Marketing resonates when it addresses these core psychological needs, making the brand feel like an understanding partner rather than just a vendor.

Even in high-stakes B2B purchasing, which is assumed to be purely rational (System 2), buyers often rely on mental shortcuts (System 1) like social proof to make faster, easier choices. Marketers should appeal to these heuristics, not just logic.

Buying decisions for SaaS products are driven by the same mix of rational and emotional factors as consumer goods. To succeed, marketers must focus on the human needs, hopes, and dreams of their audience, not just product features.

Adobe's CMO argues the best B2B marketers focus on customer problems and tell great stories to evoke excitement about potential, just like consumer brands. B2B marketing shouldn't be boring or purely functional; it must be creative and innovative.

When a buyer says a competitor was a "better fit," they are describing an emotional decision. The winning company successfully instilled greater confidence, clarity, connection, and certainty. Logic and features become secondary when a buyer feels more emotionally secure with another option.

B2B marketing often assumes a sterile, professional-only mindset. This is flawed. The same person scrolling LinkedIn during the day also binges consumer entertainment at night. B2B content should embrace humor and personality, recognizing that you're always marketing to the same multifaceted human being.