Insight
Research Report: B2B Marketing's Final Frontier
Welcome to B2BLand. Population: almost everyone.
For years, B2B has perfected the rational case. Better targeting. Clearly defined personas. Smarter demand generation. Yet the one thing brands consistently fail to do is make people feel something.
We used our AI-powered Pulse tool to analyse how 700 leading B2B companies show up in the world across 8 different sectors:
- Technology & SaaS
- Professional Services
- Healthcare & Pharma
- Energy & Utilities
- AECO & Real Estate
- Financial Services
- Manufacturing
- Logistics & Transport
The headline?
B2B knows its audience. It just can’t move them.
Only 16% of leading B2B brands score above 3 out of 5 on our Humanizing scale, with emotional impact coming dead last across every sector we studied.
But not everyone is stuck. Our sector analysis showed that the Technology & SaaS sector is leading the pack when it comes to humanizing, while high-growth challenger brands consistently outperformed established players.
This report reveals who’s breaking free, which sectors have got the most work to do, and how powerful creative can be 10–20x more sales effective than mediocre creative.
Read the full report to discover the business case for joy – and what it takes to escape B2BLand.