What B2B SaaS Brands Can Learn from Consumer Brands

At BackPocket, we work with a wide range of organizations, including nonprofits, associations, and small businesses. Among them, one subset stands out for being both challenging and rewarding: SaaS brands with a focus on B2B audiences.

Why are B2B SaaS brands particularly tricky? Unlike consumer-focused companies, they market intangible products to specialized audiences with complex needs. The buyer’s journey is longer, involves multiple decision-makers, and often requires a high level of education and trust-building. Yet, this challenge is what makes them so fun to work with—the creative opportunities to simplify, engage, and differentiate are endless.

B2B SaaS marketers can take a cue from consumer brands that excel in connecting with audiences in bold, memorable ways. By adapting proven strategies, you can build deeper connections with your audience. Here’s how consumer campaigns can inspire your next big idea.

B2B SaaS Marketing Best Practices

Before diving into examples, let’s revisit key principles that ensure any campaign resonates with your audience:

1. Focus on Value, Not Features
   B2B buyers are driven by outcomes. Instead of simply listing features, highlight how your product solves problems, saves time, or drives growth.
2. Personalize Messaging
   Tailor your campaigns to specific industries, roles, or customer pain points. Personalization shows you understand their unique challenges.
3. Leverage Social Proof
   Case studies, testimonials, and reviews build trust. Showcase success stories to strengthen credibility.
4. Make Data-Driven Decisions
   Use analytics to guide your campaign strategy. Identify which channels and messaging resonate most with your audience and refine accordingly.
5. Engage Through Storytelling
   Stories evoke emotion, and even in B2B, emotion drives decisions. Share relatable anecdotes, customer journeys, or examples that align with your brand’s values.

B2B SaaS Lessons From Consumer Campaigns

1.Patagonia’s “Don’t Buy This Jacket” Campaign

Patagonia’s bold message urged customers to think critically about their purchases, aligning with its sustainability mission.

B2B SaaS Marketing Idea: Challenge industry norms with bold, values-driven messaging. For example, a campaign titled “Don’t Buy the Wrong Tool” could encourage prospective customers to critically evaluate their tech stack. Offer a free “Tech Health Checklist” to guide decision-making and position your solution as a strategic investment.

2. Apple’s “Shot on iPhone” Campaign

Apple’s campaign highlighted user-generated content to demonstrate real-world use cases, emphasizing product impact over features.

B2B SaaS Marketing Idea: Showcase customer success stories in a campaign called “Built for Success.” Share case studies or user-generated content featuring how your solution helped businesses overcome challenges. This approach positions your product as integral to success stories.

3. Nike’s “Just Do It” Campaign

Nike’s simple, empowering slogan has inspired millions. Its strength lies in consistency and resonance with audience values.

B2B SaaS Marketing Idea: Develop a clear and consistent value proposition that resonates with your audience. For example, create a campaign like “Powering Your Potential” that emphasizes how your solution enables organizations to achieve their goals.

4. REI’s #OptOutside Campaign

REI encouraged people to spend time outdoors instead of shopping, aligning with its mission to promote outdoor recreation.

B2B SaaS Marketing Idea: Run a campaign such as “#OptimizeOutside,” inviting customers to share how your solution frees up time for what matters most — whether that’s family, hobbies, or other priorities. Celebrate responses with customer photos or testimonials to humanize your brand.

Making the Holiday Spirit Work for B2B SaaS

While B2B SaaS brands may not be selling jackets or coffee cups, they can take a page from consumer brands by:

• Leveraging Seasonal Themes: Tie campaigns to the themes of gratitude, giving, and reflection, which resonate during the holidays.
• Focusing on Relationships: The holidays are a time to nurture relationships. Express appreciation to customers and partners through personalized thank-you campaigns or exclusive offers.
• Being Bold: Stand out by challenging conventions, sharing your values, or taking a creative risk that aligns with your brand mission.

Making Bold Moves

While B2B SaaS brands are often focused on practicality, there’s much to gain from thinking creatively like consumer brands by

• Challenging Conventions: Use bold messaging that differentiates your brand.
• Emphasizing Values: Align campaigns with your brand’s mission to build trust.
• Focusing on Impact: Showcase how your product drives real-world success.

Ready to elevate your B2B SaaS marketing? Let’s brainstorm your next campaign together.