Inspiring B2B brands stimulate and entertain

Changes in the decision-maker profile should affect everything in B2B marketing, writes Tiina Kosonen.

We are used thinking of B2B decision-makers being men in suits sitting at a conference table. This is also how AI tools see them. Similar stereotypical imagery and behaviour is seen surprisingly often in B2B marketing. However, the decision-maker profile has undergone a rapid generational shift as millennials have moved into leadership positions in large numbers. 

With this shift, how decision-makers can be reached will also change. As a B2B marketer, I would pay particular attention to the following: 

1. Private and professional personas are merging

Almost 60% of Finnish decision-makers think that work is more than just a job for them.* Almost as many people think about work matters in their free time.* Professional and private identities have become more intermingled than ever. While the right time for presence was previously discussed among B2B marketers, there is no wrong time nowadays. 

2. Lessons from consumer marketing

Cliché but true: however large the company, its decision-makers are just human beings. As the lines between decision-makers’ work and personal lives are becoming blurred, B2B marketing should take a leaf out of consumer marketing’s book. A whitepaper packed with data and made available for download or an advertisement published in an industry print magazine may no longer reach the right audience. A modern decision-maker uses media in a modern, multi-channel manner and wants to be inspired in the work context as well.

3. Heart and not just head

Working-life decisions are not based solely on reason. In addition to price and quality, emotions affect decision-making. For example: Is the contact person the kind of person with whom I want to share my working life? Or: My image of that company is old-fashioned. Also, in the B2B context, inspiring brands are the most effective and have most impact. Inspiring brands are also: 

• 5 times more likely to be the buyer's first choice**
• 20%more reliable**

Inspiring brands treat decision-makers as human beings. They want to inspire and entertain potential and existing customers, not just inform and teach them.

Sources:

• *B2B-päättäjän ostoprosessi (B2B decision-maker’s purchase process), Sanoma 2024
• ** Inspire research, Wunderman Thompson

4. Thought leadership and inspiration go hand in hand

Inspiring B2B brands typically thrive. They are in demand, and lead conversion is easier for them than for the average brand. Typically, customers are also willing to pay more for products or services from such brands. Inspiring brands are often involved in discussions and are more likely to be considered. The reason is that an inspiring brand is often also a thought leader in its field.

So you should gain a sense of how the decision-maker behaves, and what they think. Only by understanding your target audience can you build truly distinctive marketing and thought leadership.

The author is a marketing strategist at Sanoma.

Sanoma research: B2B decision-makers increasingly seek information to support their decisions

A study conducted by Sanoma reveals the criteria B2B decision-makers use to make decisions about product and service purchases. The study also examined other stages of the purchasing path, from information search to the size of the consideration list and the importance of marketing communications. The research was conducted in the Finnish market with B2B decision-makers.

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