B2B brands are learning to feel. B2C brands are learning to think.
And your buyers? They don’t care what lane you’re in — as long as it works.
—Jay & Adam
💼➡️💥
💥 MARKET MOVES: The line between B2B and B2C is vanishing because the world buyers live in has changed.
Work and life aren’t separate anymore — they’re layered. The same exec scanning earnings reports is also scrolling Instagram, skimming Substacks, and ignoring phone calls. B2B buyers aren’t waiting for a white paper at work, they’re researching solutions at the gym, on the couch, and in the feed.
This new reality forces B2B marketers to think like B2C:
Meet buyers where they are
Build emotional resonance
Let content do the selling
Meanwhile, consumer brands are taking notes from B2B too — leaning into data, targeting, and funnel sophistication as third-party cookies vanish and ad costs climb.
"It’s no longer about choosing between a B2B or B2C approach. It’s about adopting a hybrid strategy that recognizes the overlapping needs of modern buyers."
👉 Takeaway:
B2B and B2C aren’t merging for style points — they’re merging because today’s buyer lives in both worlds. If your marketing doesn’t reflect that reality, you’re falling behind.
🌋 DEMAND & GROWTH: B2B joins the affiliate performance party
In 2025, affiliate marketing is no longer just the domain of fashion hauls and cashback codes. B2B brands — from SaaS to fintech to online education — are adopting affiliate programs to drive qualified leads, demos, and even high-ticket conversions. Why? Because it’s measurable, scalable, and relies heavily on the oldest trick in the book: trust.
Here’s why it’s happening:
Budget pressure is forcing marketers to prove ROI or lose budget.
Platforms like PartnerStack and FirstPromoter make B2B attribution possible.
Niche influencers — newsletters 🤔, consultants, LinkedIn voices — now shape buying decisions.
The result?
A new class of performance-driven programs where the affiliate doesn’t just promote — they pre-sell.
👉 Takeaway:
The B2C/B2B line continues to blur. This is B2B stealing a page directly from B2C — but making it slower, deeper, and worth a lot more per click. Affiliate deals are now trusted referrals in disguise, and trust is the new targeting.
🤝 The #1 reason B2B buyers don’t convert
It’s not your product. It’s not your pricing. It’s your messaging.
If your value isn’t instantly clear, buyers won’t dig deeper—they’ll just move on. The best B2B brands don’t just sell their solution—they own the conversation.
We help companies craft messaging that turns confused prospects into committed buyers. Want to see how your message stacks up?
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✍️ THE MESSAGING LAB: Klaviyo’s not-so-secret weapon: mission-first framing
When your customers are B2C brands, acting like a traditional B2B company just doesn’t cut it.
Klaviyo knows this — and they’re rewriting the rules accordingly.
In a late 2024 interview with Axios, Klaviyo’s VP of Brand & Comms explained the shift:
“When you are a B2B company that is servicing a B2C business, you sit in this interesting space… you need to act a little more brand-forward than a traditional B2B company.”
Their latest B2C CRM page feels more like a DTC landing page than enterprise SaaS. The headline?
“The B2C CRM built for you.”
Not “AI-powered.” Not “feature-rich.” Just clear, human, and benefit-first.
From the cozy, lifestyle visuals to the language of relationships, Klaviyo is leaning hard into emotional resonance — a classic B2C move. But it’s not just for style points. Hufft says what holds it all together is the mission.
👉 Takeaway:
B2B is certainly trending toward more and more emotional resonance, but if your buyers are B2C, your brand HAS TO speak their language.
And if your message is going to flex across channels, personas, and priorities — it needs a rock-solid mission to hold it all together.
📊 DATA & INSIGHTS: B2B loyalty is now an experience game
Think B2B buyers stick around because of product specs or pricing tiers? Well…
According to Sana’s B2B Buyer Report 2025, 75% of buyers say they’d switch suppliers for a better online experience. Not a better product. Not a lower price. A better experience.
That’s not a B2B stat. That’s a consumer stat.
Modern B2B buyers expect real-time inventory, smooth checkout, self-serve tools, and live chat — not sales calls and PDFs. And they’re just as quick to jump ship when those expectations aren’t met.
This is the B2C playbook, rewritten for B2B:
Convenience = retention
Clarity = conversion
Experience = growth
👉 Takeaway:
Growth in 2025 won’t come from doing more. It’ll come from doing the right things—with discipline. AI, pricing, playbooks, and productivity are the dividing lines between B2B winners and everyone else.
🤝 Ad spend wasting your money? Fix your funnel.
Too many B2B companies pour money into paid ads without fixing the landing experience or aligning creative with buyer intent.
Our ad optimization partner helps teams tighten their paid strategy, improve ROAS, and build creative that clicks and converts.
Want more ROI from your next campaign?
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🔥 FAMOUS TAKE: You’re in B2B. But You’re Competing with B2C Expectations.
Your buyer’s last best experience wasn’t with another supplier.
It was with Spotify. Or Apple. Or Amazon.
That’s the bar now.
They expect personalization, clarity, speed — and maybe even a little delight.
And they don’t lower those expectations just because it’s a business purchase.
—Jay
B2BOOM! is written and compiled by Jay Dingwall and Adam MacLean, principals at FamousFolks. We started this newsletter to share the ideas, insights, and strategies that actually move the needle for modern B2B leaders in a digestible format that respects your time.
Thanks for reading. You could be spending your time anywhere—we’re glad you’re here. 💥
—Jay & Adam
Heads Up: In each issue of B2BOOM!, we highlight services from our crew at FamousFolks or friends we trust. When you see the 🤝, it means we’re sharing something we genuinely back. We only shout out things we believe are truly valuable for your business—no shady promos, just stuff we stand behind.