Mind the loyalty gap: Why content in B2B needs to stop playing it safe
B2B marketing is often seen as the serious sibling of B2C. More complex, more rational, and sometimes, let’s be honest, a bit less personal.
But beneath all the DMU’s and long sales cycles, there’s one truth we often overlook in B2B, we’re still talking to humans.
I recently attended EMERCE Digital Marketing Live, where two very different talks ended up connecting the dots for me in a surprising way. One explored the growing gap between brands and customer loyalty. The other argued that content needs to get a lot messier and a lot more human.
Together, they offered a powerful reminder: loyalty doesn’t begin with a program or end with a conversion, it’s built through relevant, relatable content that adds value beyond the product.
The loyalty gap
In their presentation, the team at Dotdigital unpacked a study among 3,000 consumers across different countries. It showed that while many brands believe they’re building loyalty, customers don’t feel it the same way.
This isn’t just a B2C problem. Just because your customer wears a badge that says “procurement” or “technical lead” doesn’t mean they don’t care about relevance, tone, or emotional connection. They do.
The data showed:
- Customers expect personal relevance, not just custom fields in an email.
- Loyalty isn’t about programs, it’s about perception.
- Customers want to be surprised and feel seen.
Content that connects
That’s where the second talk hit home. The team at Matter made a bold case: we need to stop chasing perfection and start creating content that actually connects. It should reflect the real challenges and real people behind every business decision.
Their advice?
- Celebrate imperfection – Audiences crave authenticity more than polish.
- Go omnistory – Tell one story across different formats and touchpoints.
- Co-create with your community – Let your audience shape the narrative.
- Surprise people – Be strategic, but don’t be boring.
The numbers backed it up:
- 72% of people value authenticity over perfection
- 80% want brands to surprise them in unexpected ways
Connecting the dots
Here’s the connection I saw: we won’t bridge the loyalty gap with a loyalty program. We’ll bridge it with a loyalty mindset, and content is the most powerful expression of that.
The decision-maker reading your whitepaper also watches reels after dinner. Talk to that person.
If your content feels distant, robotic, or overly branded, don’t be surprised when your audience treats you the same way.
But if your content feels human? If it sparks recognition, if it makes people laugh, think, or feel seen? That’s the start of loyalty.