Erin Lovett, Associate Director
When was the last time a piece of B2B (business to business) content made you feel something? Anyone creating content for a business audience has to excel at informing and educating, but moving someone? That's rare.
In the consumer space, a different story is unfolding. When we look at the content that’s resonating with audiences the experience economy is sitting front and centre. Social media feeds are no longer just highlight reels, but real-time documentaries of shared cultural moments. From pop-up experiences to stadium tours, the post-pandemic landscape has been defined by our collective prioritisation of memories over materials.
Many B2B communicators haven’t caught up though. Much of our content still prioritises logic over emotion, data over storytelling. Case in point: earlier this summer, I was lucky enough to attend the Eras Tour, with some of my colleagues from Missive. Grown adults all around me were overcome with emotion during Taylor Swift's Love Story – the same adults who had likely earlier been poring over quarterly reports and making purchasing decisions. For me, it really brought home that B2B communicators aren’t just targeting ‘decision makers’ with external communications: we’re speaking to humans, who make business decisions as just one facet of their life.
This truth poses both a challenge and an opportunity for B2B technology communications. While we've long operated in a world of technical specifications and ROI calculations, the world has evolved. Business audiences are increasingly seeking more engaging ways to consume information. After all, the person evaluating an enterprise software solution is the same person queuing for concert tickets or planning their next immersive travel adventure.
The experience economy meets B2B
If we are to provide executives with the emotional resonance they encounter in their personal lives, communicators must adapt. This doesn't mean sacrificing professionalism or diluting technical expertise. It means presenting these elements in a human-centric package.
Consider how streaming services have transformed our entertainment consumption. They've made the complex infrastructure of content delivery feel effortless and personal – not through technical specifications, but through intuitive interfaces and personalised video previews that bring content to life. B2B communications can do the same - turning complex solutions into stories that resonate with real challenges.
So how can communicators refresh their strategy to better engage today's business audience?
#1: Craft experiential narratives
Practitioners should move beyond feature lists and technical specifications, telling a that puts the audience first. Brands shouldn’t just tell prospects what their technology enables – they should show them. A payment solution isn’t just processing transactions; it’s enabling a fan to grab half-time refreshments without missing a moment of the match. A cloud migration isn’t just about infrastructure. It’s giving employees the freedom to collaborate seamlessly from anywhere, just as they share experiences with friends across continents.
In short, it’s about painting a picture of solved problems and new possibilities. After all, while the audience might be comparing vendor specifications by day, they're binge-watching their favourite series by night. They know compelling storytelling when they see it.
#2: Build communities through shared experiences
Just as festival-goers form lasting bonds through shared moments, B2B audiences crave meaningful connections beyond transactions. Social media should work like a backstage pass.
Communications teams can transform corporate LinkedIn pages into multimedia hubs where people can share their victories and challenges through video testimonials, day-in-the-life content, and behind-the-scenes glimpses. Replace standard product updates with episodic content that followers anticipate. Virtual events can become immersive experiences where participants don't just watch but co-create and connect. These digital touchpoints then become more than marketing channels.
#3: Transform content into memorable moments
The experience economy needs content that sticks. Professionals should approach each piece as a scene in a broader narrative – whether that’s through attention grabbing video shorts, immersive demos, or documentary style customer stories. Technical white papers can become visual journeys with interactive elements that mirror the interfaces professionals use daily. Blog content should hit like a documentary series - mixing expertise with human stories. Even social media posts can be crafted as mini experiences in their own right, designed to prompt the same kind of emotional response as discovering a new favourite song.
The impact multiplies when these elements combine into a cohesive multimedia experience. Every touchpoint now feels less like a business interaction and more like a meaningful moment. This isn't about sacrificing substance for style - it's about recognising that the most effective business communications resonate on both a professional and personal level.
Ultimately, the key is remembering that the audience lives in a world of rich, interactive experiences. The executives making procurement decisions might focus on ROI and tech specifications during working hours, but they also share content online, create Instagram Stories and yes, tear up to Love Story.
Missive is an integrated communications consultancy that transforms complex B2B stories into meaningful experiences.
Our work spans technology, financial services and enterprise brands, helping them create content and communications that resonate on both professional and personal levels. We've helped our clients move beyond traditional B2B approaches to build lasting connections with their audiences.
To discover how we can help your brand thrive in the experience economy, contact the Missive team today.
