Written by: Vickie Sullivan  |  April 29, 2025

Why the B2C Approach to B2B Marketing Is the New Normal

B2B marketing is starting to look a lot like B2C marketing—and it’s no accident. More and more B2B decision-makers are adopting a B2C approach to B2B marketing, shifting where and how they reach potential buyers.

According to a recent study by ABM platform Madison Logic and Harris Poll, 64% of B2B marketers plan to advertise on consumer-facing channels such as Instagram and TikTok. Looking deeper, the four key areas they plan to invest more in this year are social media ads, AI tools, video, and podcast ads.

But it’s not just about the channels—it’s about the message. These marketers say intentional and engaging storytelling will be a top priority:

• 66% will prioritize shorter, more engaging ads
• 58% will feature customer stories and testimonials in their ads
• 56% will use influencer marketing strategies

How the B2C Approach to B2B Marketing Impacts Smaller Businesses

This B2C-inspired mindset is transforming expectations across the board—and it’s going to affect smaller businesses in two critical ways:

1. Personalized Buyer Experiences Are Table Stakes

Nearly half of the marketers surveyed say they’re investing more in personalized buyer experiences this year. Relevancy is no longer optional—it’s a dealbreaker. According to the report, buyers are turned off by vague or overly complex messaging and frustrated by poor targeting.

In other words: If your message doesn’t speak directly to them, they’ll scroll right past it. The B2C approach to B2B marketing demands clarity, empathy, and personalization.

2. The B2C Approach Is the New Normal

What works for consumers has bled over to business buyers. That means as you take a B2C approach to B2B marketing, you must do more than focus on just facts. You must recognize that your buyers are people first and include customer stories and visually rich content to build emotional connections with them.

That doesn’t mean abandoning your expertise or business value. But it does mean rethinking how you deliver your message. The tone, the visuals, the format—those all matter more than ever.

Don’t Ignore the Signs

It’s tempting to lean into these changes or to ignore the signs altogether. Your best bet is somewhere in the middle. Take a deep breath and pick your battles. Remember, it’s all about your buyers—how they decide and what influences them.

The B2C approach to B2B marketing isn’t a fad. It’s a fundamental shift—and the brands that adapt thoughtfully will be the ones buyers remember.

Now Read This:

• B2B Marketing in 2025: What’s Changing and How to Adapt
• Competitive Branding for B2B Professional Service Firms

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