Most B2B brands focus on performance marketing and short-term conversions. But with only 5% of audiences ready to buy at any given time, what are you doing for the other 95%? The companies that win are the ones that show up in bold, memorable, and emotionally resonant ways, long before a prospect is ready to sign a contract.
B2B Marketing’s Biggest Problem: Playing It Too Safe
Safe, rational and bland are becoming the default for many in the B2B space; the old rinse and repeat white papers, webinars and tech specs. And while these have a place in nurturing the 5% of buyers actively considering a purchase, they don’t move the needle for the other 95% who need a slower burn - the ones who need more love and attention long-term, so they eventually choose you. A great place to start with them is awareness; what does your brand do, what makes it stand out in the market, and why should buyers remember you when they’re ready to make a decision?
Why Safe Doesn’t Cut It
- Most buyers aren’t ready to buy today, but they are forming opinions. If you’re not memorable, you’re not even in the running later.
- B2B buying groups are large and fragmented; you need messaging that resonates at multiple levels.
- People buy from brands they remember and trust; if you only market to in-market buyers, you’re invisible to everyone else.
- Rational messaging might check boxes for procurement, but emotional resonance is what builds brand affinity.
Stat: 95% of B2B buyers are not in-market at any given time, meaning brand awareness and emotional engagement are critical for long-term growth (LinkedIn B2B Institute).
Performance Marketing vs. Brand Building: You Need Both
Way too many B2B brands over-prioritize lead generation at the expense of long-term brand-building. But without a strong brand, your pipeline dries up. And then what?
Balancing Brand & Demand:
- Performance marketing drives short-term conversions, but competes for immediate attention.
- Brand marketing creates interest before buyers enter the funnel.
- The companies that own their category blend both, investing in creative, emotional marketing while still running tactical campaigns.
Example: Salesforce’s “We Bring Companies & Customers Together” campaign was a brand-led initiative that positioned them as more than just a CRM provider. While they still run targeted demand-gen campaigns, their category ownership comes from bold brand messaging.
B2B Doesn’t Have to Be Boring: How to Create More Impactful Messaging
If your competitors are speaking fluent beige, you have the opportunity to stand out. Forget corporate jargon and lean into storytelling, personality, and big creative ideas that resonate with people.
Ways to Make B2B Marketing More Engaging:
- Lead with human stories: Showcase real customers, employees, or industry changemakers.
- Build a brand that looks like it matters: An ownable identity and compelling messaging cut through the wall of same.
- Take inspiration from B2C: Emotion and storytelling aren’t just for consumer brands. After all, B2B buyers are human too, aren’t they?
Example: IBM’s “Let’s Create” campaign focused on the people behind AI and cloud innovation, making complex technology feel human and exciting.
Stat: Emotionally engaging B2B ads drive 7x more long-term profit growth than rational messaging alone (LinkedIn B2B Institute).
The 95/5 Rule: What You Should Be Doing for the Other 95%
If you’re only speaking to in-market buyers, you’re missing out on the vast majority of potential customers. Your job is to stay unforgettable, so when the other 95 are ready, they know who to call.
How to Stay Visible to Future Buyers:
- Lead with bold thinking: Get known for big ideas, not just features
- Make content they’re into: Sure, some will want whitepapers, but consider original video, podcasts, or interactive reports keep people engaged
- Consistently show up on social & industry media: Consistency on social and in the industry space keeps your brand top of mind.
Stat: Buyers who recognize and trust a brand are 5x more likely to choose them when they enter the market (Ehrenberg-Bass Institute).
Final Thoughts: Play Smarter or Get Lost in the Noise
B2B brands that stay small, safe, and predictable are fast-tracking themselves to irrelevance. The ones that win will:
- Build long-term brand equity
- Balance demand gen with memorable brand storytelling
- Show up where their future buyers are, not just where in-market leads already exist