Let’s face it: the B2B game has changed. Gone are the days of throwing massive deals over the fence and hoping for loyalty.

Today’s enterprise buyers aren’t just looking for a product or service—they’re demanding relationships. And not just any relationships—ones steeped in intimacy. Yep, intimacy. In B2B. Stay with me here. 

Your buyers want to feel seen, heard, and valued, not just wooed during the sales process but cared for long after the ink dries. They’re asking questions like, “Do they actually know me? Do they get my business? Will they be there when things get messy?”

In this world, the classic “Land and Expand” strategy has become less of a buzzword and more of a survival skill. But here’s the catch: landing is no longer enough. Expanding requires an intimate understanding of the customer—their needs, quirks, and yes, even their pet peeves.

The Power of Genuine Interest

Buyers can spot fake interest faster than you can say, “How’s the weather?” Asking surface-level questions isn’t engagement—it’s just noise. Intimacy means knowing what truly matters: that deadline they’re sweating over, the strategic goal that keeps their CEO up at night, and even the anniversaries that mark your partnership. (Hint: Sending a generic gift card isn’t the move.)

Building Intimacy at Scale

Here’s the kicker: you’re not dealing with one customer. You’re juggling dozens, maybe hundreds. So how do you scale intimacy? By weaving genuine interest into your sales and delivery DNA. It’s about personalizing every touchpoint—not just for the sake of personalization, but because you’ve listened, absorbed, and acted on what matters to them.

The secret sauce? Treat your customers like humans. Crazy, right? When your sales team speaks their language and your delivery team shows up post-sale with the same enthusiasm they had when chasing the deal, you’re not just a vendor—you’re a partner they can’t quit.

Adopt, Adapt or Die

In this ever-changing landscape, the companies that thrive are the ones that adopt intimacy as a core philosophy, adapt to their customers’ evolving needs, and prove their value at every turn. The days of transactional selling are long gone. It’s time to get personal, stay curious, and lead with genuine care—or risk becoming irrelevant.