B2B SaaS companies adopting B2C marketing strategies and securing victories
In the dynamic world of Software-as-a-Service (SaaS) brands, a significant shift is underway. Emotions are now playing a pivotal role in decision-making, driving the need for SaaS brands to create an emotional connection with their customers.
This shift is evident in the strategies of various SaaS brands. Notion, for instance, boasts a clean, intuitive design reminiscent of a wellness brand, coupled with a community-building strategy similar to Glossier's. Other brands are following suit, embracing B2C design, tone, and storytelling, complete with slick typography, buttery transitions, and brand colors that spark joy.
Framer's content is a prime example of this new approach. Their site feels like a luxury tech product, with animations, fonts, and design that convey a sense of the future. Interactive tutorials, punchy product videos, and newsletters that don't feel like email punishment are all part of Framer's repertoire.
However, the SaaS brand leading this emotional B2B marketing revolution remains unnamed in the search results. What is clear, though, is that B2B brands are now adopting B2C tactics to own the spotlight and come out on top.
Slack made workplace chat aspirational, Airtable made spreadsheets feel like a creative tool, and ClickUp turned task management into an energetic, colorful journey. These brands are offering a vision, not just features.
Modern SaaS homepages now feature tone of voice guidelines that would make Direct to Consumer (DTC) copywriters envious. Jargon and acronyms are being avoided in favour of human-like communication.
KOTA, a creative digital agency based in Clerkenwell London, is at the forefront of this transformation. Their services include revamping global design agencies' digital identities and reimagining traditional financial design for B2B tech, software, and SaaS brands.
The Brand Pulse Audit tool is a new tool for auditing brand performance, reflecting the increased importance of branding in the SaaS sector. B2B brands are now focusing on building a brand, not just a product. Beautiful design, cinematic launches, and user-friendly UX are key elements in the new approach to SaaS branding.
On May 7th, 2025, B2B SaaS brands are now focusing on selling experiences, emotions, and aesthetics, rather than just software. People don't just buy products based on logic in B2B; they also buy based on feelings, and SaaS brands are now winning loyalty by making people feel something.
If you're interested in learning more about this transformation, you can contact KOTA at hello@our website.co.uk.
