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'.

B2B marketing is often undifferentiated because marketers mistakenly believe purchase decisions are complex and unemotional. In reality, buyers are still human. Brands like Salesforce succeed by breaking this mold and borrowing emotional, character-driven tactics from B2C.

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.

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.

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.

Reframe your market from B2B or B2C to B2H (Business to Human). This change in perspective emphasizes that whether in consumer or enterprise settings, the end-user is a person with emotional needs. This mindset makes "product delight" relevant and essential for all products, not just consumer apps.

Data suggests 80% of B2B ads are ineffective because they are just product marketing in disguise, listing features and data. Truly effective B2B creative must first appeal to the human heart and mind, even for complex, million-dollar purchases.