Let’s get real for a second.
When most people think of B2B marketing, their minds go straight to soulless LinkedIn posts, walls of jargon, and stock photos of men in suits shaking hands. If that sounds familiar—it’s because, sadly, it’s still the norm for a lot of companies.
But here’s the truth: B2B doesn’t mean Boring-to-Boring. Behind every business decision-maker is a human being. And guess what? Humans respond to personality.
Why Personality Matters More Than Ever
In a world overflowing with content, automation, and AI-written everything (ironic, right?), authenticity is one of the few things that still cuts through the noise.
Let’s say you’re a CFO shopping for a software solution. You’ve got 15 tabs open. Half the sites you land on feel the same— “scalable cloud-based synergies for your enterprise optimization.” Uh, what?
Now imagine you find a company that says something like:
“We make it stupid-easy for your finance team to stop living in spreadsheets.”
Boom. That’s a vibe. That’s memorable. That’s human.
A b2b marketing firm that knows what it’s doing can transform even the dullest product into something that sparks curiosity. They know how to shape brand voice, simplify complex messaging, and craft campaigns that actually feel like someone’s talking to you—not at you.
What “Brand Personality” Actually Means
This isn’t about slapping emojis all over your website or trying to be cheeky just for the sake of it.
Having a personality means:
- Consistent tone of voice: Whether you’re formal, friendly, witty, or bold – stick to it.
- Clear values: Show what you stand for (and what you don’t).
- Storytelling over jargon: Tell customer success stories like actual stories, not like data dumps.
- A point of view: Don’t just echo the industry. Say something that might ruffle a few feathers.
Who’s Doing It Right?
- Mailchimp (yes, still B2B!)
They’ve always leaned into quirky branding—think hand-drawn illustrations and clever copywriting. But behind the playful tone is real business value for marketers. - Gong
Sales software sounds dry, right? Gong makes it exciting. Their content is punchy, their brand voice is unmistakably confident, and they aren’t afraid to drop a bold opinion or two. - Notion
Collaboration software could easily be a snorefest. But Notion speaks in simple, relatable language and showcases real customer workflows. It feels like they actually use their own product (crazy idea, I know).
And Who’s Missing the Mark?
We won’t name names—but you know the type:
- Websites that still say “solutions provider” ten times on the homepage.
- Brands where you can’t tell if a human or a robot wrote the blog.
- Companies that play it so safe, they might as well not say anything at all.
These brands might survive, but they’ll never lead. People remember brands that made them feel something—anything.
What You Can Do Today
Not sure where to start? Try this:
- Rewrite your homepage headline like you’re explaining it to your friend over coffee.
- Audit your social posts. Are they talking at people, or actually engaging them?
- Ask your team: “If our brand was a person, who would they be?”
- Tell real stories. Use customer quotes, behind-the-scenes posts, or even (gasp) a little humor.
It’s not about being loud or edgy for the sake of it. It’s about sounding like someone your customers would actually want to work with.
The Bottom Line
Your brand doesn’t have to wear a tie. In fact, it probably shouldn’t.
In today’s B2B world, the companies with personality are the ones that win. And if your competitors are still stuck in PowerPoint mode, you’ve got a chance to stand out in a big way.
(DISCLAIMER: The information in this article does not necessarily reflect the views of The Global Hues. We make no representation or warranty of any kind, express or implied, regarding the accuracy, adequacy, validity, reliability, availability or completeness of any information in this article.)
Must Read:
- Why Your B2B Funnel Is Broken: How Revenue Operations Can Fix It
- Kirill Yurovskiy: Elevating B2B Customer Experience
- How Account-Based Marketing Transforms B2B Sales
- 13 Ways the Internet Has Changed Our Everyday Lives
