How B2C Brands Are Inspiring the Next Wave of B2B Innovation
Part one in my multi-blog series of how B2B marketing is finally learning from B2C strategies.
Lauran Hundshamer
6/27/20251 min read
Someone asked me the other day if I prefer Business to Consumer (B2C) or Business to Business (B2B) marketing. To me, it really doesn't matter as long as you are always telling a story. Think of it as the “why” behind the product or service. But it got me thinking about how the B2B world has been changing, and so begins my journey into a new way of thinking about how B2B is using B2C strategies to gain new clients. This is just one post in a series to share with you.
For years, business-to-business strategies leaned heavily on rational messaging: logic, specs, and whitepapers. But B2C brands? They’ve been captivating hearts and wallets by embracing emotion, storytelling, and sleek, consumer-first experiences. Think Tik Tok and Instagram Reels that entertain and influence. But now, B2B brands understand they have a story to tell, too.
With modern buyers expecting more human, intuitive, and personalized experiences, even in their work lives, B2B brands are finally learning from B2C tactics. The result? A new era of business marketing that’s fresher, faster, and far more connected to its audience. Here are a few examples of how B2B brands are integrating these strategies.
Old B2B: “Our platform integrates with 30+ systems and reduces downtime by 32.8%.” Modern B2B (inspired by B2C): “How a mid-sized finance team cut manual work in half, and got home for dinner.”
B2C brands have long known the power of storytelling. They don’t just sell shoes—they sell a lifestyle. They don’t market cleaning products, they market the joy of a sparkling home. You've heard me talk about this in many of my previous blogs.
B2B companies are catching on. Today’s most effective brands are weaving customer stories, founder missions, and behind-the-scenes narratives into their messaging. They’re building emotional connections, not just logical cases. Remember to lead with transformation, and the old adage of selling benefits rather than features. Paint the picture of what success looks like for your customer, and make them the hero of the story.