Business-to-Business Software-as-a-Service companies mimicking Business-to-Consumer strategies and emerging victorious
In the ever-evolving world of digital marketing, a significant shift has been observed among B2B brands. This transformation is most evident in the SaaS sector, where companies are now selling experiences and emotions, rather than just software.
One creative digital agency at the forefront of this change is KOTA, based in Clerkenwell London. Specialising in creative web design, web development, branding, and digital marketing, KOTA is helping B2B brands prioritise beautiful design, cinematic launches, and user-friendly UX.
Take, for instance, Figma, a company that recently released a product that showcases the shift towards emotional connections in B2B marketing. Their site, with its animations, fonts, and design that evoke a sense of the future, feels more like a luxury tech product than a CMS.
Another example is Slack, which made workplace chat aspirational, Airtable, which made spreadsheets feel like a creative tool, and ClickUp, which turned task management into an energetic, colorful journey.
Notion, a productivity platform, stands out for its confident yet non-condescending tone of voice, empowering teams rather than just selling a product. Their design and community-building strategy resemble wellness brands and Glossier.
The company Superhuman, known for adapting the branding approach of direct-to-consumer companies, has achieved success comparable to Notion.
This shift is not just about aesthetics. People don't just buy with logic in B2B, they buy with feelings. B2B brands are winning loyalty by making people feel something. Emotions are a key factor in B2B decision-making, and brands are aiming to make people feel something.
To help brands assess their performance, The Brand Pulse Audit tool has been introduced. Meanwhile, Framer's content also reflects this shift, with interactive tutorials, punchy product videos, and newsletters that are engaging, not punishing.
Modern SaaS homepages have tone of voice guidelines that DTC copywriters envy. B2B brands are adopting human-like language and avoiding jargon and acronyms.
In conclusion, B2B brands are now owning the spotlight and stealing tactics from B2C brands. They are focusing on building a brand, not just a product, and prioritising emotional connections and user-friendly experiences to win over customers. Interested parties can contact KOTA at hello@our website.co.uk.
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