what b2b marketers can learn from dtc advertising

Why B2B Should Pay Attention to DTC Marketing

A lot of B2B marketers still think DTC advertising has nothing to do with them. But here’s the reality – some of the best-performing B2B ad strategies take a page straight out of the DTC playbook, especially when it comes to audience engagement, creative that actually stands out, and making revenue-generation easy.

Traditional B2B advertising tends to overcomplicate things. Too much rational messaging, too many steps in the buying process, and way too much time spent explaining instead of making people care. Meanwhile, DTC brands have mastered the art of grabbing attention fast and eliminating friction. And while B2B sales cycles are longer and involve more stakeholders, the way buyers consume content and make decisions is still deeply human. That’s why applying DTC-inspired strategies can make B2B marketing more effective and scalable.

Where B2B and DTC Advertising Overlap (And Why It Matters)

B2B buyers increasingly expect seamless, consumer-like experiences when purchasing from suppliers, but many brands still fall short. Research highlighted by Shopify and Forrester continues to point to a major shift in buyer demographics and behaviors. Millennials now influence 73% of B2B purchasing decisions, and they bring expectations shaped by digital-first, self-serve interactions. These buyers want more autonomy in their journey, preferring frictionless, personalized experiences over traditional sales-heavy processes.

Both B2B and DTC marketing have the same job: drive demand and influence purchase decisions. The difference? The buying journey. DTC transactions happen fast. See ad, want product, buy product. In B2B, you’ve got multiple decision-makers, longer cycles, and a stronger focus on proving ROI.

But the fundamentals that make DTC advertising work, like clear messaging, audience segmentation, strong creative, and seamless conversions, matter just as much in B2B. If you’re ignoring these tactics, you’re falling behind. Buyers expect a smoother, more engaging experience, and if you don’t deliver, they’ll move on.

Key Lessons B2B Can Steal from DTC Advertising

Stop Overloading Your Messaging with Features

DTC brands know that people don’t buy features – they buy outcomes. The best DTC brands don’t just list specs or capabilities. They highlight what their product enables their customers to do, the pain points it eliminates, and the better future it provides. B2B, on the other hand, is still plagued by feature-heavy messaging that does nothing to create an emotional connection.

B2B marketers often assume buyers will connect the dots on their own, but that’s rarely the case. The reality is, buyers don’t care about your product’s functionality unless they understand how it makes their life easier. Instead of leading with features, lead with impact. How does your solution help them get promoted? How does it make their team more efficient? How does it save them time or money in a way that truly matters?

This requires a shift from corporate-speak to clear, direct language that resonates with real people. It also requires continuous testing. Run multiple variations of your messaging, test different positioning angles, and analyze what actually resonates. Messaging isn’t a one-and-done activity – it should evolve based on real customer interactions and performance data.

Steal the DTC Playbook for Smarter Targeting

Smart, strategic DTC brands don’t rely on surface-level targeting; they go multiple levels deeper. They analyze behavioral signals, purchase intent, and engagement trends to ensure they’re reaching people most likely to buy. B2B, on the other hand, still leans too heavily on firmographics like job titles and company size, assuming those alone define a strong prospect.

But just because someone matches an ICP on paper doesn’t mean they’re ready – or even interested – in buying. Instead of relying on rigid audience definitions, B2B marketers should be looking at real indicators of commercial interest. Who’s actively researching? Which companies are increasing spend in relevant areas? Where are there signs of internal shifts that suggest a purchase is coming?

The best B2B marketers combine firmographic, technographic, and intent-based data to refine their targeting. That means:

• Tracking company activity beyond just lead form fills, monitoring hiring trends, funding rounds, or product launches that indicate readiness to buy.
• Identifying patterns in repeat visits to specific pages, not just website traffic in general.
• Leveraging real-time signals, such as in-market buying intent, rather than static audience lists that become outdated fast.

DTC marketers don’t just throw ads into the void and hope for the best, and neither should B2B. Those who actively refine their targeting strategies based on buyer behavior, industry shifts, and business context will not only reduce wasted spend but engage buyers at the right moment… when they’re actually prepared to act.

Invest in Creative That Doesn’t Blend In

DTC brands treat creative as a growth lever, not an afterthought. They test motion graphics, user-generated content, and high-impact visuals to stand out in crowded feeds. Meanwhile, B2B marketing still leans heavily on templated graphics, stock photos, and uninspired banner ads that get ignored.

Creative isn’t just about aesthetics – it’s about making people stop scrolling. It’s about reinforcing your message in a way that sticks. If your ads look like every other generic B2B campaign, they won’t get noticed. If you want to stand out, you need to experiment. Try bold visuals, short-form videos, or interactive content. Test different formats to see what actually captures attention and drives engagement.

At the same time, creative needs to be purposeful. It should align with the buyer’s stage, answer key questions, and build a stronger connection. Static banners won’t cut it anymore. B2B brands that win are the ones that treat creative as an integral part of their strategy, not just a final step before launch.

Eliminate the Friction and Make Buying Simple

The biggest advantage DTC brands have over B2B? Simplicity. They obsess over removing friction, optimizing checkout flows, and making it effortless for customers to convert. Meanwhile, B2B is still making buyers jump through hoops: long forms, unnecessary meetings, and complex approval processes that kill momentum.

B2B marketers can benefit from thinking more like DTC brands when it comes to streamlining the path to purchase. Look at your lead generation process and ask: What can be removed? What’s slowing buyers down? Do you really need 10 form fields, or can you get the same information later? Do buyers have to talk to a rep before they can get pricing, or can you provide more transparency upfront?

Digital Commerce 360 reports that 74% of B2B buyers would switch suppliers if another offered a better online experience. Two-thirds prefer placing orders directly through a supplier’s website, and 79% favor online channels for repeat purchases. If your process is frustrating, they’ll find an easier option.

B2B companies that simplify their buying process will have an easier time converting prospects into customers. Shorten the path to conversion, offer alternative conversion points like chat or one-click scheduling, and remove anything that adds friction without adding value.

How B2B Marketers Can Borrow from DTC Without Losing What Makes Them Unique

B2B marketers who focus on optimizing their messaging and creative execution often see stronger results. And while B2B doesn’t have to mirror DTC, adopting its most effective tactics can create a stronger advertising strategy. Here’s how:

• Rethink your messaging. If your ad copy reads like a product manual, you’re doing it wrong. Make it about the problem you solve, not the features you have. Instead of listing technical specs, highlight outcomes – how does your product make their job easier, faster, or more effective?
• Level up your creative. Static banner ads aren’t enough. Test high-quality visuals, animations, and customer-driven content that makes your ads feel human. Video, GIFs, and interactive elements can help capture attention and drive engagement. DTC brands experiment with aesthetics. B2B should do the same.
• Segment beyond job titles. Use first-party data, engagement trends, and CRM insights to refine your targeting instead of relying on basic firmographics. Understand which behaviors indicate buying intent, who are your champions and decision-makers, and adjust your audience segmentation accordingly.
• Optimize for easy conversions. Cut down on friction by reducing form fields, offering self-serve options, or making it easier to schedule a call. Allow prospects to take the next step with as little resistance as possible. Consider chatbots, instant demo scheduling, and clearer paths to purchase.
• Test, iterate, and refine. Just like DTC brands A/B test product pages and checkout flows, B2B marketers should be constantly optimizing their lead capture and conversion pathways. Monitor ad performance, adjust creative elements based on engagement data, and refine messaging based on real user interactions.

Final Thoughts

The gap between B2B and DTC is shrinking. While the buying process is different, the core principles of great advertising remain the same: strong messaging, great creative, smart audience targeting, and seamless conversions.

B2B buyers don’t want more complexity. They don’t want feature-heavy ads, uninspired creative, or a buying process that feels like a chore. They want relevance, simplicity, and a frictionless experience. The best B2B marketers recognize this and adapt accordingly.

If you’re not applying these strategies, your competitors will. The question isn’t whether B2B should learn from DTC – it’s how fast you can start making the shift.

Ready to bring the best of DTC marketing into your B2B strategy? Let’s cut the complexity, level up your creative, and make conversions seamless. If you’re ready to rethink B2B marketing for today’s buyers, we can help. Let’s Talk!