B2B Brands: Why Dare to Use Emotion and Creativity

We all know the contrast: a B2C ad that moves us to tears or makes us laugh out loud… and a B2B ad we skim through, wondering if we accidentally clicked on a technical datasheet.

But here’s the hard truth: 92% of B2B buyers end up choosing a brand already on their radar (their “Day One List”). In other words, if you haven’t done the work before the buying moment, you’re already out of the race.

It’s no longer just about being seen; it’s about being felt. B2B marketing deserves to resonate. And to achieve that, you have to dare.

Emotion in B2B Marketing: The Underrated Fuel

B2B decisions are never entirely rational. Yes, numbers matter. But behind every RFP or contract, there’s a human being. Someone who wants to avoid mistakes, gain recognition, and feel confident in their choice.

Fear, anticipation, pride, desire—these emotions play a huge role, even in so-called “corporate” contexts.

LinkedIn’s Cashing in on Creativity report makes it clear: memory is a function of emotion. An emotional ad sticks. A technical sheet disappears. And unlike purely informational messages that wear out quickly, emotional campaigns actually become more effective over time.

The Ingredients of Creativity That Pays Off

• A clear, easy-to-follow story
• Recognizable characters
• A distinctive visual or sound identity
• Repeated elements (for example, a symbol, slogan, or metaphor)
• Lasting emotion rather than a fleeting gimmick

In B2B too, stop just telling. Start making people feel.

B2B Creativity: The Forgotten Differentiator

Why do so many B2B ads feel dull and lifeless? Because creativity is still associated with frivolity or risk. We prefer to measure clicks and media costs rather than memorability. The result: forgettable, invisible campaigns.

Here’s the paradox: those who dare stand out more, with less effort.

According to the B2B Institute, a “5-star creative” campaign can generate up to 20 times more sales than a standard campaign.

A Concrete Example: Mailchimp and Memory Through Humor

Instead of touting a “robust email marketing tool,” Mailchimp took a completely different approach with its “Did you mean Mailchimp?” campaign in 2017. They leaned into humor by playing with mispronunciations of their name (“MailShrimp,” “KaleLimp”…), creating a series of funny and unexpected nods. The result: people laughed, remembered, and the brand carved out a lasting place in people’s minds.

And it’s not just a creative hunch: LinkedIn’s B2B Institute data proves that boldness pays off.

• Creative B2B ads increase purchase intent by 40%
• They improve brand favorability by 9% and search intent by 8%
• 90% of CMOs believe B2B should lean more on creativity

Creativity isn’t a luxury. It’s a profitable strategy.

Common Pitfalls to Avoid

Daring is good—but not blindly. Too often, we see companies:

• Redo their entire identity at once, instead of testing first
• Bet on a brilliant idea that says nothing about the product
• Sacrifice clarity, leaving the audience confused
• Abandon ideas too quickly, before they’ve had time to take hold
• Chase one-off gimmicks that amuse once but build nothing

How to Dare Without Burning Out

Before launching a campaign, ask yourself the right questions. What emotion do you want to evoke, and what human story is worth telling? Do you have a distinctive element—a visual, a tone, a tagline—you can repeat to strengthen memorability? Can you test the idea on a smaller audience before scaling? And most importantly: does your concept stay true to your value, are you measuring more than just clicks, and are you giving it enough time to stick?

Better to Resonate Than to Fade Away

Daring is risky. But staying invisible is worse.

B2B can surprise, inspire, and leave a lasting mark. It can be just as powerful as B2C—if we stop producing brochures disguised as ads.

The brands that dare don’t just get noticed: they stay in people’s minds and touch their hearts.

The real question: will you keep publishing interchangeable content… or will you finally dare?

FAQ: B2B Marketing and Creativity

Why is emotion important in B2B?

Because human memory is directly tied to emotion. A rational message is forgotten, an emotional one sticks.

How can you tell if a B2B campaign is memorable?

Through authentic storytelling, relatable characters, recurring brand symbols, and a distinctive tone repeated across campaigns.

Is creativity really profitable in B2B?

Yes. According to the B2B Institute, the most creative campaigns generate up to 20 times more sales than standard ones.

How much budget should be allocated to B2B creativity?

Experts recommend dedicating at least 50% of media spend to brand-building, rather than focusing solely on short-term activation.

How do you measure the impact of a creative campaign?

Look beyond CTR. Measure ad recall, brand favorability, and search intent.