Great question. Unfortunately, I agree that B2B has a little less of that inherent, natural passion that a brand like a Chanel or Ferrari would evoke.
BUT, that doesn’t mean being in the “I have to care about this” (top left) section means you’re at a loss. Creating really helpful, educational content that simplifies or illuminates complex ideas is especially important in B2B. Releasing some interesting data that your software has revealed, or some new way of looking at or thinking about marketing challenges could be very valuable and attractive to the people you’re looking to reach.
Hope that helps — good luck!