B2B Buyers Aren’t Academics. So, Why Do We Market to Them That Way?

We all know this to be true: B2B decisions are highly emotional, shaped by risk, reputation and trust as much as by any ROI model. Yet somehow, B2B marketing keeps defaulting to the same playbook it has used for years. Long decks Heavier funnels “Thought leadership” that are 60 page white papers nobody reads While videos became more polished, they are painfully forgettable. All in the name of being rational. Research has been telling us this for years: A landmark study by the CEB Marketing Leadership Council, in partnership with Google, found that B2B buyers are more emotionally connected to their vendors than B2C consumers are to brands. In fact, emotional connection was a stronger driver of loyalty and commercial value than functional benefits or price. Why? Because behind every so-called rational B2B decision is a human quietly asking: • Will this make me look competent? • Can I trust these people with my reputation? • What happens if this goes wrong? In B2B, long sales cycles lead to more emotional decisions. As the process drags on, perceived risks grow. This increases the need for reassurance and trust. More complexity = more risk. More risk = a greater need for confidence, safety, and reassurance. Where Community Changes Everything This is where community starts to matter more than campaigns. Community turns a brand from a vendor into a place people return to: • To learn • To compare notes • To validate decisions • To feel less alone in high-stakes choices Well-built communities generate trust before a contract is signed. They create peer validation, shared language, and social proof that no paid campaign can match. Over time, they build reviews, advocacy, referrals, and reputation. These are the signals buyers trust most when the risk feels real. In an environment where trust is scarce and attention even scarcer, community becomes a strategic advantage, not a “nice to have.” What This Means for B2B Marketing in 2025 If B2B marketing is going to resonate, it needs to shift focus: • Marketing needs to speak like a person • Deliver one clear idea at a time • Tap into emotional marketing • Focus on how it feels, not the features • Create spaces for customers to connect with each others and create real value • Nurture attention and trust as scarce, valuable resources The strongest B2B brands are not necessarily the loudest. They’re the ones that earn trust over time, build genuine community, and make people feel confident choosing them. That cannot be described as soft marketing, it's how how real decisions are made.