Personal branding and B2B businesses: how to connect to grow?
MTI Selling
In the world of technology, where we all talk about data, automation, and efficiency, we sometimes forget that decisions—the important ones—are still made by people. This is where personal branding takes on unexpected prominence: when that human connection becomes the starting point for building solid businesses.
This approach was the focus of a recent conversation with Ximena Hernandez Buffa, co-founder of MTI Selling, who shared her insights on how well-managed personal brands can directly influence the attraction of business opportunities and the positioning of technology companies in highly competitive markets.
An agenda built on connection.
Far from being a spontaneous practice, personal branding is developed with the same rigor used to manage a commercial department: by listening to the market, identifying the audience’s key pain points, and creating content that delivers real value.
This approach enables business leaders to not only amplify the company’s message, but also to actively generate relationships and opportunities.
Why does personal branding matter today more than ever?
According to Gartner, more than 70% of the B2B buying process occurs before contacting the sales area, which means that the perception of the experts and leaders of an organization significantly influences initial decisions.
At the same time, PwC reveals that 86% of consumers—including B2B consumers— prioritize authenticity as a key factor when choosing providers or strategic partners.
In other words: the technical content is essential, but it is the human element that creates the emotional connection that opens the door to business.
Recommendations for CEOs in the B2B ecosystem
In light of this scenario, there are a few key actions business leaders can take to leverage the potential of their personal brand as a vehicle for growth. Here are some of them:
1. Define a clear positioning aligned with the business.
It’s not about creating a persona, but about identifying the topics you want to influence and aligning them with your company’s value proposition.
2. Actively engage in industry discussions.
Whether through posts, interviews, articles, or events, visibility on the right channels helps build reputation and credibility.
3. Convert the experience into content.
Sharing insights, strategic visions and informed opinions helps attract other leaders and decision makers who value that perspective.
4. Integrate personal branding into the business model.
A CEO’s or founder’s brand should be an asset in the service of sales, marketing and partnership strategy. Its impact is most significant when linked to specific business objectives.
5. Measure and iterate.
Just as the effectiveness of a campaign is evaluated, it is possible to analyze the performance of the content and adjust the personal narrative based on the results.
Looking to the future
Looking ahead to the second half of 2025, the key differentiator for tech companies won’t be just their offering, but their ability to build meaningful relationships through the people who represent them. In a highly digitized market, the human element will again become an essential value.
And the personal brand of leaders—well-managed and strategically integrated—will be a key component in generating pipeline, attracting partnerships, and driving growth.
We know that there is still a lot to tell. That’s why we invite you to listen to our podcast episode: How does personal branding impact pipeline generation? In this episode, you’ll learn why personal branding is no longer just a visibility strategy, but a true lever to unlock business opportunities, and how B2B leaders are using their voice to build trust, stand out, and foster relationships that drive pipeline growth.
We are sure that after listening, you’ll find it hard not to think about how to put this powerful strategy into practice.
