Five ways to humanise your B2B LinkedIn marketing

You may have already noticed the shift: everyday it feels as if more and more B2B businesses are embracing B2C social media trends, experimenting with fun, relatable content previously confined to the likes of airlines, fast food restaurants, and streaming services. Leading marketing industry publication The Drum noted a ‘real coming of age’ for B2B marketing, describing standards of creativity as ‘higher than ever’. Research by LinkedIn in the summer of 2024 found that over two-thirds of UK B2B marketers say bolder creative is helping them improve brand engagement and drive conversion.

Linkedin is the perfect place to witness B2B’s creative boom first hand. Once seen as just a platform for job hunting and professional networking, LinkedIn is evolving into a dynamic social space where businesses and individuals share insights, showcase creativity, and engage in conversations much like they would on personal social media. Finally, B2B is figuring out that we are all just people talking to other people.

Businesses don’t make decisions, people do, and great creative B2B content isn’t afraid to incite our emotions. At KC Media, we love the Maya Angelou quote, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” As highlighted by The Drum, a 2022 LinkedIn study of B2B marketing leaders found that more than two thirds (69%) agree that B2B purchasing decisions are just as emotionally driven as B2C, and 39% said they are increasingly harnessing storytelling, emotion and humour to help make their creative campaigns stick.

Read the full article published in SignLink’s June/July issue to find out five practical ways for print businesses to harness the power of B2C marketing for B2B.