By the Strategy Desk
In a world increasingly governed by algorithms, we B2B marketers find ourselves at a crossroads. On one hand, we have unprecedented tools at our disposal (AI-driven insights, predictive analytics, and hyper-targeting capabilities) that promise precision at scale. On the other hand, we’re seeing growing scepticism from audiences who question the authenticity of what they’re being shown, told, and sold. And our clients feel it too.
A recent piece by LinkedIn Creative Labs captured this tension perfectly. It highlighted what they call the ‘trust paradox’: while 67% of marketers are already using AI in their workflows, only 30% of consumers feel positive about it. Even more striking – 74% of people say they don’t fully trust content influenced by AI. And we are seeing the same in B2B.
This isn’t just a marketing perception gap. It’s a signal that our current approach (particularly in B2B) needs recalibration. It’s not enough to optimise for attention. We have to earn trust. And trust, as it turns out, is still built the old-fashioned way: through empathy, relevance, and emotional connection. Most business isn’t won through overly crafted, robotic content. It’s won through human connection, through feelings of mutual trust and respect. So, when did we lose the plot?
Algorithms can scale output. But only humans can scale meaning.
For B2B brands navigating complex sales cycles, layered buying groups, and abstract value propositions, this has significant implications. It’s tempting to focus exclusively on efficiency – feeding the funnel, driving MQLs, and proving ROI. But in doing so, we risk stripping out the very thing that makes our brands memorable: emotional distinctiveness.
Multiple studies now show that emotional content is not just more engaging – it’s more effective. In fact, it’s the second-most important driver of B2B brand performance, ahead of even message clarity. And yet, many B2B campaigns continue to rely on rational appeals alone. Functional messaging is safe. It’s measurable. But it rarely moves people.
In contrast, emotional storytelling (when done well) creates memorability, mental availability, and long-term preference. These are the conditions under which trust is built. And in a post-algorithm world, trust will be one of the few true differentiators.
Context matters. So does cultural nuance.
Emotional resonance varies across regions, meaning that authenticity is not one-size-fits-all. It’s contextual. It’s local. It’s shaped by the cultural codes of the people we are trying to reach. I’d even argue it varies across generations. Boomer decision-makers are a different animal from the emerging crop of millennial decision-makers.
In African markets, South Africa in particular, there is a growing appetite for work that speaks to lived experience, not just business logic. The brands that win will be those that understand this deeply. They won’t just show up with smart product benefits; they’ll show up with perspective, with purpose, and with emotional intelligence.
Emotion is not the opposite of logic. It’s the bridge between logic and action.
If you work in B2B, this is the strategic provocation: don’t sideline emotion as a B2C tactic. It is just as critical (if not more so) in B2B contexts, where trust and reputation are everything.
Whether you’re creating a thought leadership piece, launching a product into market, or building a brand from the ground up, emotion gives your work shape, texture, and humanity. It signals to your audience that there are real people behind the message. And that, in a world of AI blandness and programmatic everything, is what builds preference over time.
Where do we go from here?
Authenticity in the age of algorithms isn’t a contradiction. It’s a creative challenge. And it’s one that smart marketers should embrace.
Here’s what that could look like in practice:
- Lead with empathy: Don’t just tell people what your product does; acknowledge what they’re going through
- Use emotion with intent: Don’t bolt it on. Build it into the strategy
- Respect nuance: Local insight will outperform global templates every time
- Let real voices lead: The best content isn’t always branded. Sometimes it’s just brave
- Reclaim creativity as a strategic lever: Algorithms can’t invent meaning. That’s our job
Final thought
As marketing becomes more automated, our responsibility is to become more human. In a sea of sameness, emotion is what cuts through. Authenticity is what converts. And trust is what endures.
