B2B marketing is very different from B2C marketing, there's no doubt about it. The challenges, opportunities and buyer journeys vary greatly, but both sectors do share lots of principles, which means each we can learn and borrow from each other. This week, we're taking a look at the consumer trends that B2B brands can use to boost the effectiveness of their marketing.
Why B2B marketers can learn from B2C brands
Think about your favourite marketing campaign from the last 12 months and there’s a good chance it’s by a consumer brand. They often seem to be funnier, more poignant or more memorable. But why is this? B2B marketing done well can be just as compelling, if not moreso.So, let's break free from the old perceptions of B2B and take a little safari into the world of B2C to see if there's anything we can use to reach businesses.
B2C trends with a B2B lens
Influencer marketing and social media in B2BThe kind of influencers we're seeing B2C brands engage with has diversified hugely in recent years. They're now looking beyond 'celebrities' from established channels to alternative channels like YouTube, TikTok and Instagram. These influencers and microinfluencers provide a successful new pathway to engaging audiences.
B2B brands have always been comfortable using industry experts, thought leaders and employee advocates for years. But, they usually apply less freedom when it comes to exploring the reach of influencers and their chosen platform.
LinkedIn, X and YouTube still lead the way but if you're looking to reach younger decision-makers places like TikTok and Instagram need to take up a bigger piece of the B2B marketing pie. The same authenticity and realness that influencers bring to B2C can be just as powerful for B2B marketers. After all, brand perception matters, and with a rise of employee-centric marketing, projecting real voices and candid experiences are perceived as far more trustworthy than the polish of traditional corporate comms. In B2B, influence looks less like celebrity endorsement and more like genuine advocacy.
Fun over facts
We all know that in marketing getting an emotional reaction is usually more effective than rational arguments. But for some reason, consumer brands seem to embrace this approach much more wilingly.
As B2B marketers, it's up to us to do the same. Let's focus more on storytelling, creativity and entertainment. Technical specs and statistics still matter, but they rarely conquer hearts or win attention on their own. Our award-winning #UltimateSidekick campaign is a fine example of how to do this effectively. We swapped stats for superheroes and took influence from the biggest cinema blockbusters to grab our audience's attention.
Connected brand experiences
The best brands make it their mission to maximise every touchpoint. This is very effective in B2C, where every interaction is potentially a chance to convert. Longer buyer journeys in B2B can make it feel less effective, but that longer term nurturing is critical to converting customers in the medium-to-long term.
Today’s B2B buyers don’t want fragmented touchpoints, they expect the same seamless, connected journeys they get from their favourite consumer brands. That means digital and physical experiences have to work together. Think direct mail with QR codes that drive you straight into a digital demonstration, mobile ads linked to live social interactions, or interactive screens at events that respond in real time.
When every touchpoint feels consistent, personalised, and friction-free, buyers start to experience the brand, not just a series of marketing tactics. Consistency builds trust, which ultimately leads to loyalty.
Lifestyle-led Branding Consumer brands often look to sell a lifestyle or a worldview rather than just their product. Think of the likes of Patagonia, Monzo, Apple and Nike. They stand for something. They're brand first, product second. This is hard to achieve without a strong brand and a clear vision that you can express to customers. But we can help you define and express a distinct B2B brand purpose if you like: B2B Branding Services.
This approach can take your brand beyond functional messaging and make it feel more human, aspirational and culturally connected. All of which are key to boosting awareness, engagement and ultimately generating more business.
When every touchpoint feels consistent, personalised, and friction-free, buyers start to experience the brand, not just a series of marketing tactics. Consistency builds trust, which ultimately leads to loyalty.
Lifestyle-led Branding Consumer brands often look to sell a lifestyle or a worldview rather than just their product. Think of the likes of Patagonia, Monzo, Apple and Nike. They stand for something. They're brand first, product second. This is hard to achieve without a strong brand and a clear vision that you can express to customers. But we can help you define and express a distinct B2B brand purpose if you like: B2B Branding Services.
This approach can take your brand beyond functional messaging and make it feel more human, aspirational and culturally connected. All of which are key to boosting awareness, engagement and ultimately generating more business.
Chris Banner
Creative Director
B2B customers are customers too
As B2B marketers it's too easy to focus on the differences rather than the similarities. And as B2B buyer behaviour continues to shift more in line with consumer behaviour (in that they’re no longer satisfied with purely logical, feature-heavy marketing) we need to give them more of what they want to hear instead of what we want to say.This means leaning into storytelling instead of corporate speak, creating emotionally engaging campaigns that entertain as much as they inform, designing digital-first journeys that work seamlessly across channels, and communicating with transparency to build long-term trust. The best B2B marketing right now creates connections. And in a market where products are often similar, trust and emotional resonance really are the ultimate differentiators. Let us show you how Powerful Creative Thinking can help you and your brand achieve this: hello@uppb2b.co.uk.
