Moving From Product To Service Marketing In The B2b Realm. The Human Factor Explored_2025_04

The business-to-business (B2B) landscape is undergoing a transformation, moving from a focus on product-centric marketing to a service-centric approach that acknowledges the significance of human interaction in B2B relationships. This shift towards a more human-centric approach in B2B marketing, often referred to as B2Human marketing, prioritizes genuine connection and trust-building. However, services, unlike physical products, are inherently intangible and rely heavily on the human element; the individual and social nuances on what people find relatable or credible make the formulation and replication of an effective business solution challenging, especially when implemented in a different or culturally-diverse setting.This research primarily delves into the effectiveness of emotional marketing strategies applied by [company] in LinkedIn, which is a known B2B platform. This will be done through analysis of the company’s LinkedIn page activities in the past three years and a quantitative survey methodology. Emotional appeals are defined as the use of evocative product names and visuals incorporating human faces; measures of efficiency includes customer engagement and brand perception within the B2B realm. By examining the impact of these human-centric elements, this research aims to shed light on best practices for B2Human marketing in a sector increasingly defined by service-oriented offerings and long-term relationships. In addition to exploring the role of emotional appeals, this study also examines the influence of service-centric marketing strategies on customer behavior within the industrial sector. It investigates how emphasizing expert support, collaborative problem-solving, and customer success stories can contribute to increased brand trust and perceived credibility. Furthermore, the research delves into the impact of product naming strategies, specifically analyzing whether the use of evocative names can enhance brand recall and recognition compared to neutral, alphanumeric identifiers. By addressing these key aspects of B2B marketing, this study aims to provide valuable insights for marketing professionals operating in a sector that is steadily transitioning towards a more service-centric and human-centric approach. The findings of this research will contribute to a deeper understanding of how emotional marketing strategies can be effectively leveraged to build brand affinity, trust, and ultimately drive purchase intent in the evolving B2B landscape.