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.

Marketers mistakenly assume B2B industries like finance are dull. In reality, these sectors are filled with compelling human stories about hopes, dreams, and innovation. The perceived lack of creativity is a massive competitive advantage for marketers willing to find and elevate these narratives.

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.

Citing LinkedIn's 95/5 rule, most of your target audience isn't ready to buy. Brand marketing should focus on this out-of-market majority with memorable, emotional content to build long-term affinity, rather than just serving product demos to the 5% who are actively buying.

Float's successful billboard campaign focused on emotional, human personas like "the receipt loser" and "the big spender." Using a portrait photographer and vibrant colors, they stood out from typical logic-driven B2B ads, creating strong brand recall.

The reason a customer "needs" your product is subjective. Instead of a one-size-fits-all ad, create multiple versions that speak to different core buyer motivations. One ad might appeal to logic and data, another to time savings, and a third to team efficiency, ensuring you resonate with a broader audience.

Instead of leading with features, effective tech marketing starts with deep empathy for the user's specific problem, like a clerk asking if a customer needs to hang a picture on drywall or brick. The story then positions the product as the tailored solution to that unique challenge.

Buyers are numb to data charts and traditional case studies. To genuinely connect, salespeople must learn to communicate value through authentic stories with real people, emotions, and a narrative arc, which requires a perspective shift away from relying on marketing-provided data slides.

One of five timeless marketing principles is that humans are wired to avoid pain more than they are to seek gain. Marketing that speaks to a customer's secret worries—a missed goal, a clunky process, or looking stupid—will grab attention more effectively than messages focused purely on benefits.