Using Emotional Storytelling to Build a Stronger Brand
In the past, business-to-business (B2B) marketing often felt like it lived in a different universe from consumer marketing—dry, technical, feature-driven. Winning over enterprise buyers meant showcasing specs, charts and case studies. But today, that’s no longer enough.
B2B brands are taking a page from their business-to-consumer (B2C) counterparts, embracing storytelling, emotional connection and brand authenticity as key drivers of loyalty and growth. After all, even in business transactions, it’s still people making decisions—and people are moved by stories, not spreadsheets.
You don’t have to look far for proof that this shift is working. B2B brands are recognizing that emotional resonance can be a competitive advantage; take, for example, Salesforce’s inspirational “Trailblazer” community. And even B2C brands like Red Bull, famous for energizing audiences through adrenaline-filled storytelling while rarely showing their actual product, offer lessons for B2B marketers trying to humanize their own narratives. These brands sell a feeling—adventure, excitement, possibility—which is exactly the kind of emotional connection B2B marketers are now striving to create.
To explore this shift further, we asked members of the Senior Executive CMO Think Tank to share which B2B brands are leading the way with more human-centered marketing—and what lessons others can take from their success.
Tap Into Emotional Connections
One standout, according to Amber Brown, SVP of Product and Marketing at Clario, is John Deere. While deeply rooted in an industrial, enterprise-heavy space, John Deere has blurred the lines between B2B and direct-to-consumer (D2C) by building campaigns around themes of pride, legacy and identity. Rather than focusing solely on technical equipment features, their messaging taps into the emotional connection farmers and landowners feel toward their work, their families and their heritage.
“What makes John Deere’s strategy so effective is its authenticity,” says Brown. “They’ve humanized a technical offering without losing credibility, creating trust and loyalty across the entire customer journey.” Brown emphasizes that even in highly regulated or traditional industries, leading with purpose and storytelling creates brands that aren’t just respected but remembered.
Think ‘Person-to-Person’
Of course, not all B2B brands have nailed the art of emotional marketing. Daryl Travis, Founder and Chairman of Brandtrust, points out that while companies like IBM and Microsoft often highlight customer stories in their marketing, they sometimes fail to craft a cohesive brand narrative that connects on a human level. This absence, he says, leaves room for negative perceptions to fill the void—a risk no brand can afford in today’s fast-moving market.
“Every brand is a story.
How will yours be told?”
Travis believes B2B companies must think in “P2P” (person-to-person) terms, not just business-to-business. “Every brand is a story. How will yours be told?” he asks. “Storytelling is the oldest and most powerful form of human communication, and it remains the most effective way for a brand to distinguish itself.”
Adapt Your Brand’s Story as Needed
For Jayashree Rajan, CMO at Nexla, Zoom offers a modern blueprint for how B2B companies can adapt emotional branding to changing market realities. When the pandemic hit, Zoom quickly became a household name, essential for remote work and connection. But sustaining that relevance post-pandemic required a pivot.“
Zoom shifted to a ‘Work Happy’ message,” Rajan explains, “focusing on happy teams collaborating and succeeding together.” Rather than solely emphasizing technology features, Zoom leaned into the emotions of connection, teamwork and optimism—securing customer loyalty even as competition intensified and hybrid work models evolved.
Paint a Picture for Your Buyers
Storytelling also transcends industry lines, and even B2B brands can take inspiration from the masters of emotional branding on the consumer side. John Hite, CEO of Hite International, points to Red Bull as a particularly strong example. Though a B2C brand, Red Bull’s success lies in its ability to energize its audience through storytelling that rarely focuses on the product itself. Short stories of extreme sports, adventurous lifestyles and personal triumphs dominate their messaging, creating a powerful emotional association with the brand.
“Red Bull shows that powerful branding isn’t about the product—it’s about energizing an audience through stories that inspire action.”
The lesson for B2B marketers: It’s not just about selling a product—it’s about helping your audience envision who they can become with your brand as a partner. From there, it’s a short hop to becoming customers; Search Engine Watch reports that storytelling can boost conversion rates by 30%.
Key Brand Strategy Lessons for B2B Marketers
The insights from the CMO Think Tank make one thing clear: In today’s market, emotional storytelling isn’t optional for B2B brands—it’s essential. Buyers are still people first, and people are moved by narratives that resonate with their identities, ambitions and values.
B2B companies looking to adapt should ask themselves:
- Are we telling a story that goes beyond features and benefits?
- Are we humanizing our brand in ways that build trust and emotional loyalty?
- Are we inspiring our audience, not just informing them?
From Features to Feelings: How Brands Can Evolve Their Marketing Strategies
Brands like John Deere, Microsoft and even storytelling-driven consumer brands like Red Bull show that emotional connection doesn’t water down professionalism—it strengthens it. In an increasingly noisy marketplace, the brands that lead with authentic stories—and put people, not products, at the center—will be the ones that customers remember, trust and champion.
