There's no reason for B2B brands to be boring. Sure, they might have a smaller, more select audience, and write about niche topics, but that’s no excuse for content that doesn't engage or excite.

The abbreviation B2B doesn't help. Business-to-business marketing isn't what it purports to be. Nobody actually sells to a business – we're always selling to people. The truth is that all B2B marketing is B2C marketing because ultimately, everyone is a consumer.

B2B professionals are just consumers who happen to have niche technical knowledge or corporate need. Much like a B2C audience, they buy into brands that communicate clear benefits and leave a lasting emotive impression.

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