As a trailblazer in B2B marketing, Milena Traikovich has dedicated her career to transforming how businesses connect with their audiences. With a sharp focus on demand generation, she helps companies craft campaigns that not only attract high-quality leads but also foster deep, lasting relationships. Her innovative approach to turning customers into passionate advocates—or even fans—has redefined what’s possible in the often logic-driven world of B2B. In this interview, we dive into her insights on building emotional connections, creating community-driven experiences, and anchoring brands in shared purpose to inspire belief and loyalty.
How did you come to realize that B2B marketing could go beyond logic and focus on building emotional connections with customers?
I’ve always believed that even in B2B, decisions are made by people, not faceless entities. Early in my career, I noticed that while campaigns were hitting all the right rational notes—data, ROI, efficiency—they often left audiences cold. There was a missing piece: the human element. I started experimenting with ways to tap into emotions like pride and belonging, and I saw how those connections could turn a transactional relationship into something much deeper and more impactful.
What does ‘building fandoms’ mean to you in the context of B2B, and how is it different from just having loyal customers?
Building fandoms in B2B is about creating a community where customers don’t just buy from you—they believe in what you stand for. It’s a step beyond loyalty, which can sometimes be tied to convenience or price. A fandom is rooted in shared identity and purpose. These customers become advocates who champion your brand, not because they have to, but because they feel part of something bigger. It’s about transforming a business relationship into a movement.
How can B2B brands create that sense of belonging that turns customers into true advocates?
It starts with understanding what your audience values and cares about. You have to craft experiences that make them feel seen and valued, whether that’s through recognition programs, collaborative events, or platforms where they can share their stories. For example, highlighting customer achievements or inviting them to co-create solutions with your brand can foster a sense of ownership. When people feel like they’re part of your story, they naturally want to spread the word and bring others into the fold.
You’ve highlighted the power of immersive experiences in B2B marketing. Can you share an example of how a brand might transform a typical event into something more engaging?
Absolutely. Imagine a tech company hosting a conference. Instead of the usual breakout sessions with PowerPoint slides, they could create hands-on labs where attendees work together to solve real industry challenges using the company’s tools. Or they might host masterclasses led by top customers who share their expertise. These kinds of experiences aren’t just informative—they’re interactive and memorable, building intimacy and sparking conversations that continue long after the event ends.
Why do you think anchoring a B2B brand in a shared belief or purpose is so critical to building a fanbase?
Purpose gives people something to rally around. In B2B, where purchases are often tied to practical needs, a shared belief can elevate the relationship beyond a transaction. It’s about aligning your brand with an idea or mission that resonates with your audience—whether that’s innovation, sustainability, or craftsmanship. When customers see themselves in that purpose, they’re more likely to form an emotional bond with your brand and become passionate supporters.
How can a B2B brand uncover its core purpose in a way that feels authentic to its audience?
It starts with listening. Engage with your customers and employees to understand what drives them and what challenges they’re passionate about solving. Look at your brand’s history and values—there’s often a thread that ties everything together. The key is to ensure that purpose isn’t just a tagline; it has to be reflected in your actions, from product development to how you treat your community. Authenticity comes from consistency and genuine commitment, not just clever messaging.
In industries that might seem less exciting or emotional, like finance or IT, how can brands still tap into the idea of fandom?
Even in technical fields, there’s always a story worth telling. It could be about driving innovation, solving critical problems, or empowering customers to achieve more. The trick is to find the emotional core of what you do—maybe it’s the pride of being part of a cutting-edge solution or the resilience of overcoming industry challenges. Create spaces, like online forums or mentorship networks, where customers can connect over those shared stories. People crave connection everywhere; you just have to give them a reason to care.
What role does recognition play in turning B2B customers into fans, and how can brands implement it effectively?
Recognition is huge—it makes people feel valued for their contributions. In B2B, you can celebrate your top customers by turning them into mentors or spotlighting their success stories at events or in your content. For instance, hosting awards or creating a platform where they can share insights with peers shows that you see them as more than just a sale. This not only builds loyalty but also creates a ripple effect, inspiring others to engage more deeply with your brand.
How can B2B brands shift from traditional demand generation to creating trust and cultural impact with their audiences?
Demand gen often focuses on short-term wins like clicks and conversions, but trust and cultural impact are about the long game. Start by rethinking touchpoints as moments to build relationships, not just close deals. Invite customers into your process—whether it’s through feedback on products or co-creating content. Also, invest in content ecosystems that act as community hubs, not just sales tools. When you prioritize trust over transactions, you create a foundation for advocacy that drives sustainable growth.
What’s your forecast for the future of B2B marketing when it comes to building fandom and emotional connections?
I think we’re heading into an era where emotional connection will be the key differentiator in B2B. As technology continues to level the playing field, brands that win will be those that people believe in, not just buy from. We’ll see more companies investing in community-driven experiences, year-round engagement platforms, and purpose-led initiatives. Fandom isn’t just a buzzword—it’s the future of loyalty, and I expect B2B marketers to double down on creating experiences that inspire belief and keep customers coming back for more.
