Behind the corporate veil lie real human beings who run and own businesses. If you only talk about product features and specs instead of connecting with the people behind the scenes, you’re setting yourself up to lose customers.
That’s why leading business-to-business (B2B) brands are switching things up. The secret? They’re learning from direct-to-consumer (D2C) brands to build trust and treat buyers like actual people.
What B2B brands can learn from D2C marketers is simple. Real growth starts with real connection.
As such, we’ll walk you through five key marketing lessons B2B companies can learn from the D2C playbook to build this real connection so that you can put them into action right away.
1. Master Omnichannel Marketing
Customers of today no longer spend the entire day in their inboxes. Instead, they frequently switch between multiple messaging apps, SMS, and social media like Instagram, SnapChat, and LinkedIn within a single hour.
Omnichannel marketing is therefore essential for B2B firms to thrive. You must meet your audience where they are to stay visible and relevant.
This is a concept that D2C marketers have embraced for years. They understand that attention is scattered, and the best way to earn it is by showing up in the right places with the right message.
Yet, mastering omnichannel marketing requires more than simply being present everywhere. You have to be intentional. To build stronger connections and drive long-term growth, focus on delivering the right message on the right platform at the right time.
2. Tailor Every Interaction to Your Buyer
Would you engage with a message that isn’t relevant to you? Probably not, and your buyers are no different.
Top D2C marketers know this and craft personalized campaigns that speak directly to each individual who comes across their product. B2B brands can, and should, do the same.
Start with what you already know. You can use insights such as industry data, behavioral data, or even company size to design more intelligent and targeted audience journeys. Show that you understand who they are and what matters to them, rather than just trying to sell.
Beyond that, every interaction should feel like it matters. Think about your ideal customer. What challenges do they encounter? What sort of content would appeal to them? Small but thoughtful actions, such as mentioning a recent industry shift or tailoring a message to their specific role, can increase the credibility of your brand.
In the end, relevance wins. People are more likely to remain loyal to your brand when they feel heard and understood.
Personalization is just the beginning. To truly make an impact, B2B brands must focus on building emotional connections with their audience.
For many D2C marketers, storytelling is a fundamental component of their marketing strategy. These firms build their campaigns around real people and authentic experiences to connect with their audience, regardless of the form of content they use.
This approach can also work for B2B firms. Rather than focusing on product features or metrics, put the people behind the data at the front of your campaign each time. Build your case studies around your client’s journey, not just the results.
Use testimonials, share your mission and values, and show that your brand truly aligns with your audience. Even a short customer quote in a LinkedIn post can make your brand more relatable and boost engagement.
4. Build a Community to Drive Loyalty
It takes a village to raise a family, and a community to grow a business.
D2C companies have always recognized the value of community. They tap into user-generated content and collaborate with influencers to build loyal customer bases that fuel word-of-mouth marketing.
However, they don’t just stop engaging their audience once they’ve sold their product. They use ongoing feedback loops to improve their products and make their clients part of the growth process.
Although community may look different for B2B brands, it is just as effective and is critical to increasing loyalty and turning your users into your most vocal supporters.
Creating Slack groups where customers can ask questions, share ideas, and receive support, or building niche social media spaces where professionals in the same field can connect, goes a long way in strengthening your brand and growing your user base.
5. Turn Conversations Into Conversions
It is no secret that conversations close deals; that’s why they’re essential to any successful marketing strategy.
D2C marketers rely on tools like live chat, WhatsApp, and SMS to engage customers in real-time. This expedites decision-making, lowers cart abandonment, and prevents lost sales.
The good news? Retail is not the only industry that can use real-time texting.
B2B companies can use real-time chats to guide prospects through critical decision points, eliminating the need for lengthy forms or slow email responses. With live chat, you can quickly qualify leads, match them with the appropriate team member, and easily set up a demo with potential clients.
SMS marketing for B2B is also becoming popular, and for good reason. It’s personal, underused in B2B, and consistently sees higher open and response rates than email.
The benefits of SMS marketing campaigns are hard to ignore. If you want to make your onboarding process seamless or follow up after calls without clogging inboxes, it might just be what you need. By delivering timely and targeted messages to potential clients, you can accelerate the sales cycle and strategically guide them toward becoming customers.
Final Thoughts: Think like a D2C Brand to Win as a B2B Brand
Today’s B2B buyer expects the same personalized experiences they enjoy from D2C brands. For this reason, it makes sense to learn from D2C marketers.
Implementing strategies such as cultivating a community, converting conversations into sales, mastering omnichannel interaction, and customizing each stage of the customer journey can help your brand stand out from the crowd.
What B2B brands can learn from D2C marketers all comes down to one thing: connection. And don’t worry, you don’t need to overhaul your strategy overnight, just make it feel more human. Remember, behind every brand is a person.
