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Marketing + seduction in B2B: why corporate and industrial companies should be a bit sexier

  • Ben Verleysen
  • Mar 19
  • 3 min read

Let’s be honest: most B2B marketing is as dry as an outdated PowerPoint presentation from 2006. Corporate and industrial service providers often have fantastic products and services, but they communicate as if they’re filing a tax return.



Why shouldn’t B2B marketing be just as seductive, intriguing, and exciting as B2C?

Great marketing is seduction. And seduction works in B2B too. Because let’s not forget – behind every business decision, there’s still a human. And people respond to storytelling, scarcity, and emotion – even when they’re making complex investments or IT decisions.

Here are five seduction techniques to make your B2B marketing irresistible.


1. Make your offer a ‘must-have’, not a ‘nice-to-have’

Many businesses communicate as if their service is optional. ‘We can help you with X’. Wrong. You need to make customers feel that without you, they have a real problem.

  • ARK tip: play with the psychology of urgency. Use scenarios your customers can relate to, making them realise: “We need to fix this now.” No dull list of features, but a compelling story where they see their own pain points.

  • Bad: “Our software helps you work more efficiently.”

  • Good: “Stop wasting time on systems that frustrate your business. Smarter processes ensure your team can finally focus on what they do best.”


2. Scarcity works in B2B too

Why do waiting lists and exclusive events work so well? Because people always want what’s hard to get. And yes, decision-makers and CEOs fall for this too.

  • ARK tip: create a sense of exclusivity, for example:

    • Limited consultancy sessions per month – “We only work with 10 clients at a time for maximum impact.”

    • Exclusive invite-only content – “Want to be the first to receive our latest insights? Sign up for our VIP mailing list.”

  • Bad: “Our expertise is available to everyone.”

  • Good: “We only work with companies that take X seriously. Want an initial consultation? Apply for a spot.”


3. Ditch the jargon – tell stories that stick

What do you remember better? A dry list of AI software features or a story about a company that doubled its revenue with smart AI? People remember stories, not spreadsheets.

  • ARK tip: use storytelling in B2B. Make your customer the protagonist in a case study, use an anecdote, or highlight how businesses struggle without your solution.

  • Bad: “Our tool automates lead generation.”

  • Good: “How a scale-up closed 100 extra deals in three months – without hiring more staff.”


4. Give your brand a personality, not a corporate cliché

Scroll through LinkedIn, and you’ll see the same corporate lingo everywhere: “We are passionate about innovation and strive for excellence.” Zzz…

  • ARK tip: show personality. Use humour, sharp copy, and a tone of voice that doesn’t sound like it was written by a bot (ironically, right?).

  • Bad: “We provide end-to-end solutions for your business growth.”

  • Good: “We help businesses grow without getting lost in the marketing jungle. And yes, that also means ditching those useless meetings.”


5. Engage all the senses – yes, even in B2B

You might think: “But we don’t sell perfume, how are we supposed to ‘engage the senses’?” But experience is everything. A dull white paper? Not sexy. An interactive case video with a voice-over that immerses you in the problem? Much better.

  • ARK tip:

    • Use video and audio to bring your message to life.

    • Work with strong visuals and a dynamic tone of voice.

    • Ensure everything reads, sounds, and looks engaging.

  • Bad: a 50-page pdf.

  • Good: an interactive case video with clear takeaways.


Conclusion: yes, B2B can be sexy

B2B marketing doesn’t have to be boring. In fact, businesses that understand how to use seduction techniques stand out and get remembered. And let’s be honest – in a world where LinkedIn and inboxes are flooded with generic sales messages, wouldn’t you rather be the one that catches attention?

Want to know how we can make this work for your business?

Let’s talk. But be warned – one conversation and you’ll never go back to boring B2B marketing.

Let the games begin.


 
 
 

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