Rather than a feature-focused launch, Loom's campaign for its AI note-taker addressed a higher-level emotional need: the anxiety of preparing for and returning from vacation. This B2B strategy connected a functional tool to a relatable human experience, making the marketing more resonant.

As buyers increasingly use AI as a research partner, the uniquely human aspects of a brand—trust, relationship, and service—become the most critical competitive advantage. When AI can compare features and pricing, the human experience is what will ultimately sway the decision.

As AI automates content creation, the ultimate differentiator becomes authentic human connection. This means prioritizing "reading the room," sharing personal stories, and even being inefficient to foster genuine relationships. While AI optimizes for output, marketers who optimize for humanity will build more resilient brands.

Bizzabo created a campaign personifying the frustrations of its main competitor's customers. By directly addressing specific pain points heard in sales calls, the campaign resonated deeply with prospects and highlighted Bizzabo's superior solutions in a memorable, targeted way.

SMB owners are not asking for technologies like AI by name. They are asking for outcomes and efficiency. B2B marketers should position advanced features not as 'AI' or 'video tools,' but as embedded, invisible solutions that make a marketing hour more impactful. The goal is to provide tools that a business owner can naturally use to get a return, without needing to become a technology expert.

Instead of viewing AI as a tool for robotic efficiency, brands should leverage it to foster deeper, more human 'I-thou' relationships. This requires a shift from 'calculative' thinking about logistics and profits to 'contemplative' thinking about how AI impacts human relationships, time, and society.

Vendors fail to connect with SMBs on AI because their messaging is either too technical and intimidating or too aspirational and fluffy. SMB partners and customers want clarity, not hype. They need simple, concrete use cases demonstrating tangible business value like productivity gains or automation, not visions of futuristic robots.

While AI offers efficiency gains, its true marketing potential is as a collaborative partner. This "designed intelligence" approach uses AI for scale and data processing, freeing humans for creativity, connection, and building empathetic customer experiences, thus amplifying human imagination rather than just automating tasks.

To cut through the 'white noise' of feature-focused B2B marketing, Monday.com centers its strategy on an emotional differentiator: creating a product that people genuinely love to use. This insight, derived from customer testimonials, allows for a more resonant and memorable brand narrative that challenges industry norms.