A seismic shift has occurred in how technology companies engage with business buyers, driven by a new generation of decision-makers who bring dramatically different expectations to the purchasing process. As technology becomes increasingly embedded in every business function and purchasing becomes more decentralized within organizations, the old playbook for reaching and engaging B2B buyers has become obsolete.
Today’s most successful tech brands are adopting proven B2C tactics in their B2B marketing, finding ways to maintain their credibility while injecting authenticity, personality and even humor into their approach.
Meeting today’s B2B buyer where they are.
Millennials and Gen Z (born after 1980) now make up the largest segment of B2B decision-makers, bringing their consumer technology expectations into the workplace.
These buyers have grown up with computers and in some cases the internet. So when it comes to business purchases, they expect the same quality of marketing they get from consumer brands: seamless digital experiences, engaging social content and messaging that speaks to them as humans rather than corporate entities.
What’s particularly interesting is how this shift has impacted the buying process itself. Research suggests that up to 90% of the B2B buying journey happens before a prospect ever contacts sales. During this crucial research phase, buyers aren’t just evaluating technical specifications — they’re assessing brand personality, community engagement and social proof through channels that previously weren’t considered relevant to B2B marketing. In fact, 75% of B2B buyers prefer a rep-free sales experience.
Even more surprising is the role of emotion in what we’ve traditionally viewed as purely rational B2B decisions. Research has shown that B2B purchasers are more emotionally connected to their vendors than consumers are and almost 50% more likely to buy a product or service when they see personal value (such as opportunity for career advancement) in their business purchase decision.
What’s more, according to the same study, is that B2B shoppers are eight times more likely to pay a premium for comparable products and services when personal value is present.
While offering a quality product or service at a fair price is the cornerstone of good business, B2B brands can set themselves apart by communicating with buyers on the channels they prefer in a way that’s more authentic. B2B purchasers are looking for brands they can trust, relate to and feel confident championing within their organizations.
Breaking up with boring: where B2C tactics work in B2B marketing.
The most successful B2B tech companies are selectively adopting B2C marketing tactics while maintaining their enterprise credibility. This starts with authentic storytelling that goes beyond feature lists and technical specifications. Rather than relying on corporate jargon, these brands are creating narratives and personalities that resonate with their audience’s aspirations and challenges.
A lesson from the insurance industry.
Let’s start with a quick analysis of a B2C segment that has seen a hugely successful marketing overhaul: insurance. The transformation of insurance marketing from somber reassurance to comedic entertainment represents one of the most dramatic tone shifts in advertising history.
Where insurance companies once projected stability through stern-faced agents and promises of protection, today’s campaigns feature chaotic scenarios, quirky mascots and an almost surreal sense of humor. The Geicko gecko. The LiMu emu. Allstate’s Mayhem. And, along with Flo, Progressive’s Dr. Rick, who advises people how not to become their parents.
Who could have predicted this 180-degree tone flip (aside from maybe actuaries, the majority of whom are employed at insurance companies)?
A lesson from some of the best brands in B2B tech.
The insurance industry is an extreme example of leading with personality, and the mascots and campaigns referenced are consumer facing. But B2B companies are mirroring some of these B2C marketing tactics to great effect.
Companies like Figma have shown how fostering genuine engagement with users can create a powerful competitive advantage. Its design community isn’t just a marketing channel; it’s a vital part of the product experience that drives both adoption and loyalty.
Even humor, long considered taboo in enterprise marketing, has found its place. Slack’s witty loading messages and conversational copy have become benchmarks in the industry, proving that enterprise software doesn’t have to be boring to be taken seriously.
This trend toward personality has even brought the traditionally B2C concept of brand mascots into the B2B world. From Mailchimp’s Freddie the chimp to GitHub’s Octocat, mascots have become powerful tools for humanizing technical products. Companies like Hootsuite, Salesforce and Asana have successfully used mascots to make their platforms more approachable while maintaining their professional credibility.
The key is using personality appropriately, enhancing rather than undermining the core value proposition.
Walking the tightrope of B2C in B2B: finding your brand’s sweet spot.
The shift toward more engaging, B2C tactics in B2B marketing doesn’t mean abandoning enterprise credibility. Instead, successful brands are finding ways to layer personality onto a foundation of technical excellence and reliability. This often requires careful consideration of industry-specific factors and audience expectations.
A framework for finding this balance might include:
- Understanding your audience’s comfort zone
- Identifying where personality can enhance rather than detract from your message
- Testing new approaches with smaller segments before broader rollout
- Creating clear guidelines for when and how to use different tones
- Regular monitoring of engagement metrics and feedback
- Looking at what’s new and next rather than emulating what other brands have already done
Your roadmap to more engaging B2B marketing.
Successfully implementing a more engaging brand approach requires systematic effort across the organization. Start by auditing your current brand personality and identifying specific opportunities for more engaging content. This might include:
- Reviewing all customer touchpoints for opportunities to inject appropriate personality
- Creating detailed guidelines for voice and tone across different channels
- Training teams on new communication approaches
- Establishing metrics to measure the impact of changes
- Regular review and refinement of guidelines based on results
Pitfalls to avoid in the new age of B2B marketing.
The path to a more engaging B2B brand has its hazards. Common mistakes include:
Forcing personality where it doesn’t belong or trying too hard to be “cool”
- Using memes or slang in technical documentation or security alerts
- Adopting an overly casual tone during customer support escalations
- Inserting humor into pricing pages or contract terms
Inconsistent voice across different channels and touchpoints
- Having a playful social media presence but dry, corporate emails
- Dramatic tone shifts between marketing and product copy
- Different team members writing in clashing styles
Undermining technical credibility with too much informality
- Downplaying serious features with overly cute descriptions
- Using casual language when discussing enterprise-grade security
- Letting personality overshadow important technical specifications
Failing to consider industry-specific expectations and limitations
- Using informal language when selling to highly regulated industries
- Overlooking compliance requirements in marketing communications
- Not adjusting for different stakeholder groups
Misaligning personality with your price point
- Using too playful a tone when selling enterprise solutions
- Creating a disconnect between brand voice and premium positioning
- Not matching communication style to purchase value
As long as you’re intentional about bringing your brand’s personality to life, and as long as you measure, analyze and react to results, your brand will be the better for it. If something doesn’t land with your customer base, adjust your approach, and try again.
Where do we go from here?
The trend toward more engaging B2B tech marketing shows no signs of slowing. Successful brands will be those that can adapt to these changes while maintaining their core value proposition. This might mean using AI to personalize content delivery while maintaining authentic brand voice or finding new ways to build community as digital platforms evolve.
The key will be remaining flexible and authentic while never losing sight of the fundamental need to solve real business problems. The future of B2B tech marketing is about finding innovative ways to deliver professionalism with a little personality.
Beef up your B2B brand.
Ready to bring more personality to your B2B tech brand by adopting some B2C marketing tactics? Our playbook for B2B tech branding offers detailed frameworks and real-world examples to help you strike the right balance. Download it free today, or let’s start a conversation about bringing your brand’s unique personality to life.
