Why we need authenticity in B2B marketing

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As a B2B content creator , you write from behind a mask. But that doesn’t mean you don’t have anything to offer. When you allow yourself to tap into your own deep wells of personal experience, you elevate your writing from brand to compelling storytelling. Even if you’re writing about the most niche software solution.

You can easily learn about human nature from bartending. Co peru mobile database llege also gave you wisdom that informs how you approach problems with people who are stressed and overworked (your Monday-Thursday clientele) and how to express shameless non-commitment (the Friday and Saturday crowd).

You probably shouldn't tell these stories directly, but the writing will come from memory. Your brain is in a human-centered space. And that's the secret sauce of authentic writing.

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People don’t think of B2B purchases as an emotional purchase decision. But when it comes to people, emotions are involved. “It’s no longer enough to tell customers, you have to make them feel it.” These words from TopRank Marketing co-founder and CEO Lee Odden reflect a movement within B2B marketing. Enrich content by connecting with customers on a human level . This assortment also reflects why human-centered content is and will continue to be invaluable to B2B marketing .

Your B2B audience is people too
This should be the biggest reason why content marketing should strive to be authentic. For too long, B2B marketing has focused on connecting the gears of the industry and forgetting that we are the gears.

A Gartner customer study recently revealed several interesting facts about the B2B purchase journey:

89% of shoppers believed that the information they encountered during a recent purchase was generally highly relevant, conclusive, and of good quality. But…
More than half of B2B buyers surveyed said they felt overwhelmed by the amount of trustworthy information they encountered throughout their buying journey.
Rising above the noise requires a different approach and a better way to differentiate yourself as a brand, as a retailer, or as a human being. It’s important to embrace authenticity.

It's about solving people's problems
Behind every B2B problem is a people problem. Let’s think of it this way: A machine breaks down in a factory. The manager doesn’t know until it’s too late and there’s serious damage. A part is stuck somewhere in a shipping container, so a bunch of parts are behind. That means everyone has to pull overtime to keep everything running smoothly. There are a lot of family dinners and little league games missed. Software that could alert managers to potential machine problems could have helped them avoid a whole host of problems. And which problem is the most important on this list? B2B has always been about solving people’s problems.