Want Better B2B Ads? Start Thinking Like a B2C Brand
The line between B2B and B2C marketing continues to blur. In this episode of B2B Marketing Futures, Joaquin Dominguez, Head of Marketing at Adzact, brought together a group of expert marketers to explore what happens when B2B takes a cue from B2C. The panel, featuring voices from Fastly, Zendesk, and UserTesting, unpacked how creativity, emotional resonance, and human-centred messaging are beginning to disrupt long-held B2B norms.
Host
Joaquin Dominguez , Head of Marketing at Adzact
Guests
Lorraine Bellon, Senior Product Marketing Manager at Fastly
LeTisha Shaw, Former Director of Product Marketing at UserTesting
Felipe Moreno, Senior Web Growth Manager at Zendesk
Rewriting the B2B Playbook
The discussion kicked off with a simple yet provoking question: why does B2B struggle with creativity? The consensus was clear—legacy thinking, risk aversion, and internal biases have contributed to a landscape of transactional, jargon-heavy messaging that feels increasingly out of step with modern buyers.
LeTisha argued that, just like B2C brands, B2B marketers need to connect on a more human level to build trust. Brands must now show up consistently—often 13 times or more—before a buyer is ready to engage. Lorraine reinforced this, emphasising that while B2B often focuses on solving operational pain points, decision-makers are still people who form relationships with brands just like consumers do.
Felipe added that rigid formats and over-engineered landing pages were diluting emotional connection. If buyers can’t immediately see themselves or their problems reflected in the creative, it’s a lost opportunity.
“People need to see your brand around 13 times before they even think about engaging. B2B marketers have to show up like B2C brands—consistently, and in a way that feels human.” – LeTísha Shaw
Emotional Storytelling Meets Conversion
A recurring theme was the importance of emotional resonance paired with a clear value proposition. Storytelling, humour, and relatability aren’t just nice-to-haves—they’re necessary to stand out in a saturated digital landscape.
However, emotional storytelling must still serve a strategic function. Felipe championed dynamic personalisation tactics at Zendesk, such as keyword-specific headlines and interactive elements that give users a sense of ownership. These changes, he noted, create emotional buy-in and drive meaningful conversions. The message from all three guests was that B2B content can be expressive without sacrificing clarity or business impact.
Kill the Jargon, Keep the Substance
All speakers acknowledged the tightrope between ranking for SEO terms and maintaining authenticity. Letisha shared how UserTesting’s own platform helped uncover embedded internal biases when shifting to a new ICP. Language that felt natural internally simply didn’t resonate with external audiences.
Lorraine warned that jargon may win impressions but often loses attention. Marketers should ask not just whether a term ranks—but whether the audience truly understands and values it.
Human Proof and Confidence Building
The conversation also explored how B2B marketers can learn from B2C’s use of social proof. Felipe argued that testimonials placed close to CTAs significantly improved conversion rates, especially when they included measurable outcomes. Lorraine agreed, likening this to consumer behaviour—if people read multiple reviews before buying a vacuum, why wouldn’t they do the same before spending six figures on software?
This idea of ‘human confidence’ came through strongly—showcasing real people, real stories, and real success helps convert curiosity into conviction.
Cohesion Across the Funnel
Felipe cited examples from Monday.com and Slack, highlighting how their user experience is consistent from ad to trial. Everything—visuals, copy, interactivity—flows together seamlessly. That coherence matters, particularly in retargeting and multi-touch strategies.
Lorraine pointed out that smaller, more agile teams often excel here. With fewer layers of approval, startups are quicker to join ongoing conversations and respond to real-time trends—something larger enterprises struggle with.
The panel agreed that rapid creative testing is more feasible now than ever before. High-performing videos on platforms like TikTok or Meta are often low-budget, UGC-style pieces—proof that authenticity can outperform polish.
“When your ads, landing pages, and product experience all speak the same language, you build trust faster. That coherence across the journey is what turns clicks into conversions.” – Felipe Moreno
Testing, Learning, and Cross-Channel Feedback Loops
The group reflected on how best to test messaging across platforms. Felipe described how Zendesk integrates winning creative from paid social into landing page experimentation. Tightly coordinated internal feedback loops help them repurpose high-performing content and apply learnings cross-functionally.
Letisha underscored the importance of channel-specific adaptation while maintaining a consistent story. From subject lines to taglines, every touchpoint must feel connected—even if it’s the customer’s first or fifteenth interaction.
Lorraine added that the concept of the “funnel” is becoming increasingly unhelpful. With modern B2B buyers researching independently and avoiding sales contact until late in the journey, marketers must prepare for any interaction to be the one that makes—or breaks—a deal.
“There’s no neat funnel anymore. Any touchpoint could be the first—or the last—so every piece of content has to carry the message clearly and simply.” – Lorraine Bellon
Listening to Sales and Learning from the End of the Journey
The group also discussed the importance of cross-functional collaboration, particularly with sales. Lorraine shared how feedback from sales conversations has helped her refine messaging and surface potential friction points upstream. If buyers are still confused at the demo stage, something earlier in the journey needs rethinking.
Felipe emphasised the need for targeted retargeting and bidding strategies that reflect the complexity of different buyer segments. One-size-fits-all rarely works.
Final Advice for B2B Marketers
Each panellist closed with a message to marketers looking to push creative boundaries:
Felipe: Embrace emotion, storytelling, and clean design—but tie it all back to value. Every detail on a landing page matters.
Lorraine: Expand your echo chamber. Talk to B2C marketers. And always remember, the buyer is a human first.
Letisha: Don’t just follow the B2B playbook—understand its foundations, then question it. Your next buyer might not think or buy like the last.
Conclusion
The future of B2B marketing isn’t about imitating B2C—but it does demand a shift towards more human, emotionally intelligent, and story-led approaches. The panel made clear that creativity in B2B isn’t a gimmick—it’s a strategic imperative. By borrowing tactics from B2C, testing boldly, and remembering that even decision-makers are people first, marketers can build brand affinity and drive real results in a noisy world.
Join the Precision Punks Community
Access to the slack community of serious B2B advertisers
Chatham House rules ‘Adzact confidential’ events with peers
Private in-person events in London and New York
Exclusive data & learning resources to build your career
