Business-to-consumer (or B2C) is generally defined by consumer goods and services companies, whereas business-to-business (a.k.a. B2B) encompasses products and services companies that sell to other businesses. B2B includes items used in the manufacturing process, as well as services that facilitate other business or consumer firms.

It’s conventional wisdom that the marketing strategy that you employ with each market type needs to be different — but my experience is that B2B presents a unique challenge. At the risk of generalizing, B2C companies tend have the more “glamorous” products and services — the ones that consumers crave and brands that have a more direct emotional appeal with their audience. In contrast, B2B firms tend to be more industrial and behind-the-scenes-type companies, selling parts of the whole or processes to make the whole better. They are not necessarily household names, although there are exceptions.

A HubSpot article, “How to Nail B2B Marketing in 2025 [+ Pro Tips, Tactics, & New Data],” authored by Rachael Nicholson offers insight on some of the major challenges involved in the industry and ways to address them, and I agree with her conclusion: Your marketing should communicate how your business can help others, and if it doesn’t, you can redirect your B2B marketing strategies to reach them.

How to Add Storytelling into Your B2B Marketing Strategy

In my view, storytelling comes across as far more genuine than advertising. But let’s face it: Not all of us are good storytellers. If that sounds like you, invest in hiring a business- and marketing-savvy writer who is adept at finding the diamonds among the stones. Have the writer interview and ask questions of all key stakeholders and personnel, as well as some additional long- and short-time employees.

A good writer can weave the separate stories into one or a multi-part compelling story that will resonate with your customers. Build on these points of differentiation, accomplishment, individuality and history, while intertwining a vision toward the future and where the company is going.

A second important aspect in business-to-business marketing is to facilitate your customers’ ability to share their own stories. This type of third-party testimonial is a powerful social proof, made even more powerful through social media channels. Consider also that:

• Linkedin research found that 82% of B2B decision makers are leaning on creators to navigate every stage of the journey, from early discovery to final purchase. They’re using content to validate beliefs, assess credibility, justify pricing and even spark conversations with sales teams. Why? Because in a world of noise, creators offer something rare: human authenticity and trust.
• Gartner research reveals that 75% of B2B buyers prefer a rep-free sales experience. But self-service digital purchases are far more likely to result in purchase regret. Sales and marketing must be able to identify the right mix of digital and human interaction to drive profitable purchase decisions.

Finding a unique brand story behind a B2B company takes a little more digging and may not be readily apparent as it is in a B2C scenario. As HubSpot suggested in a their post, “Content Marketing for ‘Boring’ Industries: 10 Tips for Creating Interesting Content.” The story is there, it just may take more effort to find, develop and polish, before packaging it in a way that potential clients will be WOW-ed!