B2B Marketers Adopt Consumer Brand Strategies for Market Standout

B2B marketers are adopting B2C marketing strategies to stand out in a crowded and competitive marketplace. They are showing up in consumer-facing spaces like TikTok and streaming ads with emotive and sometimes humorous spots to create a more robust media mix and beef up the brand ethos or narrative with storytelling. This approach is in response to the blurring lines between business marketing and consumer marketing, and the need to appeal to decision makers in a more personal and engaging way.

B2B marketers are making several changes to their advertising approach, including:

• Moving away from corporate speak and product-centric messaging to more emotive messaging.
• Increasing investments in programmatic out-of-home advertising to reach decision makers in various settings.
• Engaging in B2B influencer marketing to integrate B2B messaging into B2C content creators' videos.
• Leveraging mainstream consumer-facing channels like TikTok and streaming ads for reach, awareness, and conversions.

B2B brands like Workday and Notion are innovating in their marketing campaigns by:

• Workday: Rolling out a global campaign with humorous television commercials featuring celebrities like Gwen Stefani, Travis Barker, and Billy Idol, building on the momentum from their 2023 Super Bowl spot.

• Notion: Launching a global out-of-home campaign since 2022, which represents a shift from traditional B2B marketing tactics.

The significance of B2B marketers leveraging B2C tactics lies in the need to ensure brand relevance beyond the traditional sales pitch. B2B marketing has a longer lead cycle, so finding ways to maintain brand awareness and engagement is crucial. By adopting B2C tactics, B2B marketers can appeal to their audience's interests and lifestyles, not just their professional needs, which can lead to more effective reach and conversions.