B2B marketing in 2025 is not for the faint of heart. Budgets are tight, resources are stretched thin and economic uncertainty looms large. But it’s not just marketers feeling the pressure — your customers are, too. They’re more cautious, less engaged and increasingly selective about where they spend their time and money.
Before you can get B2B buyers to purchase from you, you must get them to care. In a crowded market, it’s no longer enough to push out product features or ROI claims. Buyers want real connections, trust and value before they invest. Here’s how to break through the noise and make them care.
1. Show some personality
People don’t connect with faceless brands — they connect with people. Your brand’s voice, tone and personality matter more than ever. Whether humor, compassion, energy or honesty, showing your brand’s personality makes you more relatable and memorable.
Example
Instead of a generic LinkedIn post about your software’s latest update, try telling a story. How did the update come to life? What challenges did your team overcome? A lighthearted, behind-the-scenes look can help humanize your brand and create an emotional connection.
Action step
Identify three adjectives that define your brand’s personality (e.g., bold, witty, empathetic) and infuse them into your content, emails and social interactions.
Dig deeper: Humanizing B2B: The key to better customer experience
2. Show some empathy
Your audience is under pressure. They’re asked to do more with less and their challenges are real. Instead of pushing a hard sell, acknowledge their struggles and position your brand as a supportive partner.
Example
A cybersecurity company could shift its messaging from “Buy our latest security solution” to “We know IT teams are overwhelmed with threats — here’s a free guide on how to prioritize the most critical risks.”
Action step
Review your messaging. Are you addressing your customers’ pain points with understanding or just listing your features? Adjust your content to show that you see and understand what they’re going through.
3. Show some humility
In uncertain times, no one has all the answers. Your brand doesn’t have to pretend to be perfect. Being transparent about challenges and offering guidance instead of just solutions makes you more credible.
Example
If your company is a marketing automation platform, instead of claiming, “We solve all your lead generation problems,” try “We know B2B lead gen is tough right now. Here’s what we’ve learned from working with thousands of marketers — and what’s working today.”
Action step
Start sharing real stories — failures, lessons learned and how you’re adapting. This builds trust and shows you’re in the trenches with your customers.
Dig deeper: Balancing the human-to-AI mix in B2B marketing
4. Show some investment
The pressure to deliver immediate ROI often makes brands hesitant to give before they take. But in today’s climate, generosity builds loyalty. If buyers can’t afford your product now, they’ll remember who helped them when they can in the future.
Example
A B2B SaaS company could offer free access to premium content, extended trials or community support — anything that adds value before asking for the sale.
Action step
Find one way to give before you ask — whether it’s a free high-value resource, a live Q&A session or a consultation. It will pay off when budgets open up again.
5. Show some creativity
B2B buyers are bombarded with marketing messages daily. If you want to stand out, think beyond the usual playbook. Innovative problem-solving grabs attention and positions you as a trusted advisor rather than just another vendor.
Example
Instead of downloading another whitepaper, why not host a live “office hours” session where prospects can ask industry experts real-time questions?
Or, instead of a basic email campaign, try interactive content like quizzes or assessments that provide personalized recommendations.
Action step
Challenge yourself to break away from traditional B2B content formats. Look at how consumer brands engage their audiences and find ways to bring that creativity into B2B.
Dig deeper: 5 ways B2B differs from B2C — and 3 ways they align
Final thoughts
B2B buyers are navigating the same challenges you are. The brands that connect on a human level, show empathy and invest in relationships will win.
By embracing personality, empathy, humility, generosity and creativity, you won’t just attract attention — you’ll build the kind of trust that turns buyers into loyal customers when they’re ready to spend.
Now’s the time to stop shouting into the void and start making people care. Are you ready?
Dig deeper: Thought leadership: The human element your marketing needs
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