Why B2B marketers are advertising more like consumer brands to break through a crowded marketplace

If you think you’re seeing more ads for productivity apps or technology brands while binge watching your favorite shows, you are. At least that’s the case according to agency execs, who say B2B marketers are more willing to take a page out of B2C marketers’ playbook over the last year, showing up in consumer-facing spaces like TikTok and streaming ads with emotive and sometimes humorous spots.

Today’s marketing landscape is more fragmented than ever. Like consumer brands, business brands are looking to stand out in a crowded and competitive marketplace.

“All of those things, the best B2C brands were doing, but it hadn’t really hit B2B yet. There was a sense that B2B just worked different,” said Jared Gruner, head of strategy at Ogilvy California, later adding, “I’m B2B, but I’m not just competing with other enterprise software brands. I’m competing with your vacation, I’m competing with politics, I’m competing with your friends.”

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