B2B marketing has long been defined by logic, data and ROI - but even in this space, emotion plays a vital role. Decision-makers are people first, shaped by the same cultural moments, interests and conversations that dominate wider society.
In his latest article for The Drum, Propeller Group CEO Kieran Kent explores how B2B brands can use cultural storytelling to connect more deeply with audiences and stand out in a crowded market.
Cultural storytelling isn’t just for consumer brands. It can help B2B companies inject relevance and personality into their communications - from referencing nostalgic music moments to contributing meaningfully to social debates. Done well, it builds familiarity and trust while signalling awareness of the world your audience lives in.
“B2B buyers are emotional beings too – they want to feel part of the cultural zeitgeist just like anyone else.”
With more Gen Z leaders now influencing B2B decisions, cultural fluency has become a competitive advantage. The opportunity lies in identifying moments that align authentically with your brand and audience - not chasing every trend, but choosing those that add value to the conversation.
As Kieran concludes, B2B doesn’t have to be “boring to boring.” Cultural connection gives brands a way to move beyond product and performance, and make a lasting impression.
Read the full article by Kieran Kent on The Drum.