Agencies love to say that B2B is no different from B2C. The classic agency line is: "buyers are still consumers whether their purchases are business or personal." The point they're trying to make is that emotional appeal is still relevant in B2B. I agree! However, the way you appeal to someone's emotions in a professional setting is unique. The challenges brands face are different when they have to consider personas for influencers, buyers, and users. Marketing strategy is nuanced when you sell through different distribution channels. I love B2B. It's where I'm most passionate, most energized, most challenged.