indigo insights

Why B2B CMOs are going full B2C to stay ahead

Traditionally, B2B and B2C marketing have lived in separate worlds defined by differences in sales cycles, relationship dynamics, and decision-making processes. But today, those lines are blurring.

By Juan Mendoza, Marketing Strategist

Recent studies show that 60% of B2B buyers increasingly rely on digital content to finalize purchases, and 89% conduct online research before making decisions. These statistics signal a major shift: content is now as crucial in B2B as sales conversations, if not more. This evolution means B2B organizations must rethink their content strategies to better build pipeline, boost brand awareness, and position themselves as industry leaders.

While AI tools have empowered B2B marketers to scale content production, only 30% feel their content strategies are effective. The result? Audiences don't find value, and brands struggle with low engagement. In this article, we’ll explore how B2B marketing leaders can embrace proven B2C tactics to build more human-centered, impactful campaigns that resonate with customers, partners, and stakeholders alike.

Build pipeline through storytelling

The most successful B2C brands don’t just sell products, they sell stories. Their campaigns often focus on building brand recognition and emotional resonance, not just triggering immediate sales.

B2B marketers can benefit from a similar approach. When you build a strong narrative around your brand, you stay top-of-mind until your audience is ready to buy. Remember: behind every B2B decision-maker is a person, and 81% of people are more likely to choose brands they’re familiar with.

Where to start:

Show the people behind your brand
Humanize your business by spotlighting the people who power it. Share behind-the-scenes content showing how your team helps customers succeed. This builds trust and emotional connection even in traditionally rational B2B environments.

Leverage customer stories
Nothing beats word-of-mouth. When customers share how your solutions helped them succeed, your brand becomes more trustworthy and credible. Use testimonials, case studies, or short video clips to bring these stories to life.

Invest in creativity to be remembered

One of the most powerful lessons B2B marketers can learn from B2C is the value of creativity. Great creative content captures attention, evokes curiosity, and sets your brand apart. By simplifying technical jargon and transforming it into engaging, visually appealing content, B2B marketers can rise above the noise, and be remembered.

Where to start:

Rethink your content formats
White papers and brochures have their place, but videos, animations, interactive tools, and docuseries can be far more compelling. For example, Microsoft’s Cloud Cultures docuseries showcases how Azure impacts lives around the world blending tech storytelling with emotional connection.

Dare to be bold
Use humor, surprising imagery, or timely cultural references to stand out. In a sea of AI-generated sameness, originality is your brand’s biggest asset. Don’t be afraid to explore new formats or test unconventional campaigns.

Personalize your content

B2C brands are masters at creating content that feels tailored to individuals and today’s B2B buyers expect the same. In fact, Gartner reports that 80% of B2B buyers expect the same level of personalization they experience in B2C. That’s why smart B2B marketers are shifting away from one-size-fits-all messaging and focusing on dynamic, personalized content that adapts to where buyers are in their journey – from awareness to decision-making.

Where to start:

Segment your audiences and tailor content by persona or industry
Instead of generic assets, create specific versions of your content for different verticals or roles (e.g., CFO vs. IT Director). This boosts relevance and makes your message resonate more deeply.

Use behavior-driven personalization
Leverage website and email analytics to understand what content buyers are engaging with and serve them more of what they’re interested in. For example, if a user downloads a white paper on cloud security, follow up with related video content or customer stories on the same topic.

The line between B2B and B2C marketing is fading and that’s a good thing. B2B marketers who embrace storytelling, creativity, and personalized content won’t just stand out in a crowded market, they’ll build stronger and more meaningful relationships with their audiences. At the end of the day, B2B doesn’t have to mean “boring to boring”. It can be bold, human, and unforgettable. By applying these B2C best practices, B2B buyers will feel seen, understood, and valued, and that’s a powerful competitive advantage.