B2B audiences are not waiting patiently for heart emojis and pink emails. But Valentine’s still offers a smart opportunity to talk about what really matters in business: long-term relationships, customer appreciation and value.
Modern B2B buyers expect far more from the brands they work with. According to Forrester, 68 percent of B2B buyers now expect consumer-grade experiences throughout the sales and onboarding journey. Meanwhile, McKinsey reports that personalisation can lift B2B revenue by 10–15 percent when executed well.
So no, your February content does not need to be covered in glitter. But it can be clever, warm and relationship-focused.
What actually works in B2B (and feels human, not cheesy)
1. Appreciation messages that feel sincere
A simple “thank you for being a customer” email consistently performs well. Research from the Journal of Marketing shows that sincere appreciation messaging can increase customer retention by up to 7 per cent.
Make it meaningful by including:
- A small, relevant tip
- A useful resource
- A short highlight reel from your partnership
Delivered beautifully via Mail+ Email Marketing, this is one of the easiest high-impact Valentine’s touches.
2. Relationship reviews and strategy check-ins
Account-based check-ins are often more effective than promotional content.
Why?
Gartner reports that 86 percent of B2B buyers value suppliers who proactively help them navigate complexity.
Frame it as:
- “A February health check for your pipeline”
- “Let’s make sure your CRM, data or automation is still serving you well”
It is practical. It is relevant. And it ties neatly into Valentine’s without going heavy on the romance.
3. “Love your…” metaphor campaigns (the safest route)
This angle works everywhere — because it focuses on what your audience actually cares about.
Examples:
- Love your pipeline
- Love your lead quality
- Love your reporting
- Love your automation
- Love your customer experience
Buyers appreciate clarity and utility. LinkedIn’s B2B Report found that value-led content produces 2x higher engagement than brand-led content.
Use this angle in:
- Newsletters
- LinkedIn posts
- Nurturing sequences via Mail+ Automation
- Webinars and workshops
4. Internal Valentine’s (for your own teams)
Internal appreciation has real business impact. Gallup’s research shows that employees who feel recognised are 44 percent more likely to deliver above-and-beyond service.
Valentine’s is an excellent moment to spotlight:
- Customer support teams
- CRM and data teams
- Service delivery
- Product success specialists
A warm internal email can go a long way.
Where to run your B2B Valentine’s activity
Your strongest channel for conveying appreciation, value and resources.
Great for customer spotlights, thank-you posts and light Valentine’s themes.
In-product messaging
Small, thoughtful messages in your UI can strengthen sentiment at key moments.
Nurturing journeys
Delivered through Mail+ Automation, especially when tied to onboarding, adoption or retention.
Tone of voice: warm, intelligent, lightly seasonal
The rule of thumb:
- Use the Valentine’s theme as a doorway, not as decoration
- Keep it professional, but human
- Acknowledge partnership over sentiment
- Avoid romantic clichés
- Focus on value, gratitude and clarity
In other words, keep the personality — skip the pink frosting.
What to measure (and why it matters)
Use Spotler to monitor:
- Engagement with appreciation emails
- Uptake of account reviews
- Attendance at Valentine’s-themed webinars
- Lift in NPS or satisfaction scores
- Renewal behaviours after positive interactions
McKinsey’s B2B loyalty research shows that engaged, supported customers are 50 percent more likely to renew than those who feel overlooked. A small February message can have a surprisingly big ripple effect.
