B2B buying behaviour is evolving rapidly. Buyers are no longer just looking for short-term solutions—they are engaging with brands long before they enter a buying cycle. With 95% of potential buyers not actively in-market at any given time, the challenge for businesses is to remain top-of-mind when those buyers are ready to make a decision.
At the Future-Proof Your Business event in March 2025, Reetta Thurman, Sanoma, explored how brand-building plays a critical role in long-term B2B success. Her session highlighted why trust, visibility, and emotional connection are key drivers of purchasing decisions—debunking the myth that B2B buying is purely rational.
In this blog, we break down the key takeaways from Reetta’s session, offering practical strategies to help businesses move beyond lead generation and build sustainable brand equity. If you’d like to dive deeper, you can watch the full session recording here.
B2B marketing needs to evolve – why change is essential
Many companies haven’t fully adapted to the fundamental shift in B2B marketing. Traditionally, B2B has been seen as rational, serious, and sales-driven, but the reality is changing.
- Younger generations are moving into decision-making roles faster than ever.
- These buyers don’t rely on sales reps—they do their own research.
- Digital-first decision-making is now the norm, just like in B2C.
- Values matter—buyers want to align with brands that share their beliefs.
If your brand isn’t visible and relevant in digital spaces, you’re missing out on future buyers.
Building mental availability
Many B2B companies focus too much on short-term lead generation while ignoring long-term brand-building. But here’s the problem:- B2B buying cycles take months or even years. You can’t only focus on people buying right now.
- 95% of potential buyers aren’t in the market today, but they will be. The 95/5 rule reminds us that marketing shouldn’t just target the 5% ready to buy.
- Buyers engage with B2B content everywhere, all the time—often blending work and personal life.
The solution? Build mental availability—stay in their minds so that when they’re ready to buy, your brand is the first they think of.
The power of emotions & human decision-making in B2B
It’s a myth that B2B buyers make purely rational decisions. In reality, trust, confidence, and familiarity drive purchase choices—just like in B2C.- Emotionally strong brands have a higher price premium and better demand predictability.
- If buyers feel connected to your brand, they’re far more likely to choose you over a competitor.
- Dull and forgettable content is a risk—if your brand doesn’t stand out, you become irrelevant.
The best B2B brands are inspiring. If you can evoke emotion, you can build stronger relationships and improve long-term business growth.
The dark funnel – why brand-building must start early
Not all buyer journeys are trackable. Many decisions happen in closed networks, industry forums, and personal discussions—what’s often called the “Dark Funnel.”- By the time buyers reach out to sales, they’ve already formed opinions about your brand.
- If your brand isn’t visible early, you won’t be considered when they’re ready to buy.
- B2B marketing must shift from just “harvesting demand” to actively building demand.
Winning brands don’t just wait for buyers to enter the market—they create demand before it happens.
How to futureproof your B2B marketing?
To stay competitive in the evolving B2B landscape, brands must embrace a new mindset:- Brand-building over time matters—focus on long-term visibility, not just quick wins.
- Mental availability is key—if buyers don’t know you exist, they won’t choose you.
- Emotional connection drives decisions—B2B doesn’t have to be “boring to boring.”
- Take ownership of a topic—differentiate by being known for something unique.
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