SparkToro Blog Post | Office Hours: B2B Storytelling: How to Make Your Brand Their Favorite

Q: Jay Acunzo argues in a SparkToro Office Hours episode that B2B buyers choose brands that feel like t

Jay Acunzo argues in a SparkToro Office Hours episode that B2B buyers choose brands that feel like their favorite, not the objectively best option.

Rand Fishkin·Friday, April 24, 2026·1 min read

Marketing Business

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AI Summary

SparkToro's latest blog post features a SparkToro Office Hours episode with Jay Acunzo on B2B storytelling. The core argument is that buyers don't choose what's objectively best — they choose what feels like their favorite, drawing an analogy to how people pick their favorite Disney movie. The episode focuses on how B2B brands can leverage emotional resonance over objective superiority.

Key Facts

✓Jay Acunzo argues in a SparkToro Office Hours episode that B2B buyers choose brands that feel like their favorite, not the objectively best option.

✓The episode uses the 'best Disney movie' analogy to illustrate that emotional preference drives B2B purchasing decisions.

✓The core B2B strategy takeaway: focus on making your brand feel like a personal favorite rather than competing on objective feature superiority.

Author Takes

BullishAmanda Natividad

B2B brand decision-making

People don't choose what's objectively best in B2B — they choose what feels like their favorite, making emotional storytelling the most important and most ignored lever in B2B marketing

Contrarian Angle

B2B Buyers Choose Favorites, Not the Best

Jay Acunzo argues that B2B purchasing decisions are driven by emotional favoritism rather than objective evaluation — meaning brands should optimize for being someone's 'favorite' rather than being demonstrably superior.

Contradicts the conventional B2B wisdom of winning on features, specs, and ROI — argues emotional resonance trumps objective merit in purchase decisions

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