Don’t let the age of AI make you forget the B2B buyer is human
Today, as I look across tech, industrial, and professional services, I see hundreds of companies doing extraordinary work. However, far too often, their most persuasive, human stories are hidden from current and prospective customers. I see marketing leaders holding onto outdated assumptions about why B2B buyers really make decisions. And I see executives, marketers, and customers missing the…
In the realm of B2B marketing, many companies possess remarkable stories but often fail to present them in a way that resonates with potential customers. Marketing leaders cling to outdated notions about B2B decision-making, while executives, marketers, and customers overlook the unique capabilities of AI and the irreplaceable value of human touch.
Three prevalent myths plague B2B marketers attempting to harness AI tools effectively:
Firstly, the notion that sales cycles can be gauged using short-term metrics. B2B purchases are frequently made by multiple decision-makers with extensive research, spanning months or even years. The secret to thriving in these extended sales cycles is to prioritize brand building, creating a memorable identity that builds trust and differentiation.
At GE, long cycle times were the norm, and instead of explaining technical details, attention was directed towards forging a meaningful connection with future customers. This approach led to innovative strategies such as collaborating with YouTubers, creating user-generated content, and an engaging podcast - all of which aimed to reinforce GE's commitment to innovation.
Secondly, buyers do not make purchasing decisions solely based on reason. In the 1940s, Betty Furness humanized Westinghouse appliances through TV appearances, making the brand relatable for American women. Ronald Reagan and GE then took this further with General Electric Theater, which featured celebrities endorsing various products.
This human-centric approach has been a cornerstone of GE's brand strategy, focusing on the end result and the impact on people's lives rather than the machinery or technology. Studies have shown that B2B buyers are nearly three times more likely to develop strong brand loyalty if they perceive personal benefits from a supplier rather than merely functional advantages.
Lastly, AI does not diminish the importance of brand storytelling. While AI can generate endless possibilities through pattern recognition, it lacks the ability to inject creativity, empathy, and deep brand understanding. AI tools can expedite research, strategy development, and content generation, but ultimately, it is human decision-making that will determine how these ideas are applied.
As more organizations turn to AI for assistance, there is a risk that brands may become indistinguishable, safe, and forgettable. Utilizing AI to enhance research, production, and adaptation is beneficial, but it is essential to keep the human element at the forefront when defining a company's core values and purpose. For B2B buyers, AI may assemble a list of options, but the brand that emotionally resonates with them will ultimately rise above the rest.
Written by urgent.news from Fast Company's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
