Over the past decade, sustainability has become a key factor in purchase decisions for many consumers. Growing environmental concern has raised a challenge for marketers to adapt to the rising conscious consumer movement. When brands market sustainability it not only contributes to the larger mission of protecting our planet but also builds customer loyalty and trust.

The Rising Environmental Concern

Today, more than ever before, climate change and resource shortages are becoming increasingly apparent concerns. People are trying to find ways to combat these issues in their everyday lives. According to Oxford Languages, the definition of sustainability is “avoidance of the depletion of natural resources in order to maintain an ecological balance”.

Social media and television are highlighting activism and encouraging consumers to be more sustainable in their actions and purchases. Living more sustainably consists of reducing our energy consumption, using reusable products and overall trying to use less of earth’s natural resources.

Why It Matters in Marketing

The rise in concern for sustainability has opened up a new opportunity to attract customers and align with their values. Brands can use sustainability as a marketing strategy in order to target conscious consumers, customers who want to shop ethically and feel empowered by making smart shopping choices.

Many consumers also associate sustainability with high-quality and ethically made products. Younger generations are beginning to prioritize eco-conscious purchase decisions, and brands should consider this in order to cater to their needs and build trust.

Examples of Brands That Are Doing This

Many brands are already doing this and experiencing great success because of it. Some prime examples include Patagonia, Tesla and Levi’s.

• Patagonia has always been known for supporting activism and ethically made sustainable products. Their brand is strongly associated with the outdoors and the environment. Their ads often challenge consumerism while also marketing their products as sustainable through the use of recycled materials. They promote informed shopping, which improves their authenticity and creates a more loyal, trusting customer base.
• Tesla is well known for their high-tech, luxury electric vehicles. One way they influence customers is by marketing the cars to be eco-friendly. This allows them to appeal not only to those customers looking for luxury but also to those concerned with their own ecological footprint and contribution to the environment. They highlight energy efficiency by using sustainable energy to power the vehicles and reducing the use of earth’s natural resources. With this, Tesla’s mission has become so much more than selling luxury cars, it gives value-driven customers a real reason to purchase their products.
• Levi’s markets their products as being long-lasting and encourages the reducing waste. They launched a line that uses significantly less water and is based entirely on sustainability. Levi’s has used these campaigns to stay relevant in the industry and connect with customers who want to avoid purchasing fast fashion. Sustainable marketing has allowed them to revitalize their brand with younger generations, strengthening their reputation of quality and long longevity.

Benefits of Marketing Sustainability

There are many benefits of branding your company as sustainable. It attracts the younger generation who are eco-conscious and make everyday purchases with this in mind. It also leads consumers to perceive your brand as high quality due to the associations between sustainability and ethically made goods. Additionally, this marketing opportunity aligns companies with customers who are value-driven, and purchase from brands who’s mission is something bigger than just selling their products.

Sustainability marketing also helps create more loyal customers by enhancing trust and authenticity. Overall, there are real benefits for both companies and consumers when a brand encourages sustainability. It is a future-forward way to market products while contributing to a much larger mission than sales.

Temperatures are dropping, and we’re here with the fall PR tips!

Looking for new PR tips to work your client into current news? In the fall, public relations efforts should align with seasonal themes. Further, don’t forget to adjust the timing of your pitches to accommodate holiday planning and the busy news cycle. Try a few of these PR tips for success this autumn.

PR Tips and Trend Ideas for Fall Stories

Cozy living: Suggest stories that are related to cozy comfort and nesting for colder weather. Include home décor, recipes (especially soups and other fall comfort foods) and fashion trends like “sweater weather.”

Current Trends: During this time of year there is a lot going on. Fall is when football season begins, and new films are released in theaters and on streaming platforms. If you can link a client’s product or service to trending news items in sports or entertainment, you are more likely to achieve valuable media coverage.

New Beginnings: Utilize the concept of transition and new beginnings this season. Fall signifies a natural transition — the end of summer, the beginning of the school year and a return to routine. Position your pitches around this “fresh start” mentality.

Gift Guides: Remember to pitch products or services for holiday gift guides far in advance. Research which outlets publish gift guides and what their specific deadlines are.

Holidays: Pitch ahead for holidays, because journalists work on holiday content weeks, or even months, in advance. For Thanksgiving and Christmas gift guides, pitches must go out early to mid-fall to be considered. So now is the time!

Try Different Ways in to Build Buzz for Your Client

This season obviously presents numerous opportunities, from the start of the football season to major holidays, allowing businesses and brands to create timely and relevant stories. Linking your client to these opportunities can provide optimal seasonal storytelling for their brand and businesses.

I’ve told the “Books” story before, but I will tell it again quickly. As I was reading on the beach one summer, I was approached by my son’s friend who was like a son to me. And he knew me well. “Mrs. Porter are you reading Hemingway, Wilde, Austen, Shakespeare,” he asked. My response, “No, Jimmie. Thanks for that though. I am reading mindless trash.”

I mean no disrespect for the authors who are so incredibly talented. Books like Happy Wife, Broken Country, Atmosphere, OMG … just to name a few. Reading these books this summer on our annual family Gulf Shores, Alabama, trip definitely reduced my stress. But there were a lot of the other things I didn’t realize they did too.

Benefits of Reading

Happy Wife is set in Winter Park, Florida, which was my son’s — and by default my — home away from home for five years. Definitely an enjoyable read in familiar territory.

One book that kept me saying, “Yes. Oh, you go girl,” and a couple of other things because it coincidentally blurred into my work life was, Sunny Side Up by Katie Sturino.

As a start up that then turned into an extraordinarily successful brand quickly with an overly participatory investor, the main character, Sunny, pivoted. She realized her brand strategy and core customers were no longer at the core of her brand.

Finding Inspiration For Life and Work From Books

Thinking about this book lead me to write this blog. Successful start-ups and their business leaders always understand the following as they build and grow their companies:

1. Investment — Successful business owners and leaders understand they need to invest in their brand launch AND beyond. It is not just launch and be done. It is the continued investment over time that ensures success. So, make sure to run numbers before your launch. Do you have the capital to launch AND continue marketing? What is your true number to both launch and sustain this brand? Bootstrapping can cause a few negative effects, so be aware:
   • Slower growth which equals struggling to scale
   • Increased personal financial risk if the business stagnates or fails
   • Intense workload leading to burnout and sometimes health issues, which we have seen first-hand recently, of the entrepreneur. Hustle smarter not harder. Which leads to number two.
2. Team Members — How much time can you commit to this business? Some of our start-up leaders are working full-time jobs at other companies. But their hearts are somewhere else. Ask yourself this, start-up leader: If you are keeping your day job until this business takes off, do you have the support team in place to fill in the gaps?
3. Branding & On-going Marketing Support — We have waxed lyrical about these subjects before. The fact is that the fictional character Sunny got it. She built a brand based on a brand vision and ultimately stayed true to its mission and values. In addition, she consistently communicated with her best target after the product launch. Are you putting on-going support in place too?

Learn a Lesson From Fictional Characters and Real Business Leaders

Books can be blessings. Even mindless trash. Reading provides personal benefits like increased vocabulary, reduction of stress and enhanced cognitive functioning. But, as you can see, reading books can also translate into business learnings and idea generation at the same time. Happy end-of-summer reading, y’all!

Over the last few weeks, business owners and leaders have contacted us to assist with search engine optimization (SEO) initiatives. Two companies were working with agencies and noticed their results month over month were decreasing. They asked us to do an audit of activities and give a recommendation.

Two businesses were looking for a SEO partner. The leaders of these companies were brilliant business leaders running successful companies. However, upon further discovery, their budgets didn’t meet their expected outcomes.

Success Can Be Realized With SEO and Paid Digital

Be aware that there is a minimum threshold for advertising spend as well as agency management of campaigns, campaign creative and content development. We found that there was little understanding of this by business leaders. Education is needed.

A quote from a recent prospect that floored us for many reasons, “We were blindsided by our agency shutting down. We have had the last five companies end up like this agency, a 3–6 month ramp up and either the company evaporates or the person that was with the company quits.”

And the last bit that was most alarming, “The agency said if they ever closed their doors their plan and progress will be easy to transfer.” If this is ever in any contract with an agency partner, y’all, please don’t sign. Walk away. Walk away fast.

SEO Initiatives Are More Complex Now For Several Reasons

SEO is constantly changing, so approaches need to pivot too. Here are some of the more recent developments in SEO:

• AI-driven search:
  • Google’s AI Overview (AIO) and other AI-powered answer engines provide direct answers and summaries. This means users do not have to click through to websites. And click-through rates (CTR) have declined. Expertise and Quality: Expertise, experience, authoritativeness, and trustworthiness (E-E-A-T) are now king. AI-driven search engines prioritize high-quality, authoritative content that demonstrates.
• Voice search: This is increasing as well as visual search means new strategies and skills that some agency teams are lacking.
• Saturation of content: There is no lack of content on the internet. Unique content that aligns with user intent is critical.
• Established brands: These companies have massive advertising budgets. They dominate search.

At Front Porch, we start with your brand architecture. A brand is shaped by three primary factors: who you are, who you aspire to be, and how your audience perceives you.

We Believe in These Pillars For Successful SEO Marketing

Consistency: Consistency and clarity across every touchpoint strengthen brand equity.

Collaboration: Collaboration with our clients is paramount. We are at our best when we work alongside you in your business and understand what is happening in the day-to-day business.

Communication: Timely communication and turnaround will be important to make our partnership successful.

We Recommend Fewer, Deeper Strategic Tactics

You have limited resources — time, money, etc. We understand that. That is why less is more. Deeper focus on fewer marketing initiatives results in business success. This is a proven, tried and true methodology that ensures success in the long term. But with limited budgets and fewer initiatives, the momentum could take longer.

However, if you provide us with a budget and that budget won’t result in success in the initiative you are proposing, we will tell you. We won’t invest your money knowing there will not be the return expected.

Be Prepared for SEO of the Future, Now

The SEO industry is experiencing significant transformation. Find a partner who is embracing AI. Also, make sure they provide the highest quality and unique UX experiences and content. Last but not least, don’t invest in this strategy if you don’t have the budget to compete.

As a marketer, I cannot remember the last time we blogged about ourselves. That is not the purpose of this communication or our usual MO all the way around. But this topic should be shared for learning, as well as I could really use some feedback from this trusted community on being a marketer.

Networking as a Marketer

I joined a new networking group in October of last year. One of our amazing partners who jumps in on graphic and website designs had been gently nudging me to just go to a lunch to learn more. When learning this group meets weekly, a two-hour commitment, I was unsure. How could this fit into all the current professional and personal things on my weekly to-do list?

And I finally attended a meeting. I loved the energy and people in the room. The structure of the meeting was impressive. I was all in after auditing one or two more meetings. Being focused on paying it forward and referring business leaders and owners to like-minded business leaders and owners has always been inherently at my core. And come to find out, this is what this group was all about. What?!?!

Focusing on Relationships as a Marketer

This new networking group of mine is laser-focused on relationships. Plus, there is an abundance of accountability. And accountability is a great thing as well. Home service providers, commercial and residential realtors and mortgage professionals and marketing folks who provide singular services like graphic design, promotional materials and video production have found this group to be of great benefit.

So again, I find myself in a group that I love. I have provided many referrals. And a few folks have provided referrals to me, but I have heard time and time again, “I am not sure what Front Porch Marketing does.”

I had the opportunity to present to this group last week. My team was amazing and created an information sheet — which you can download here — for me to pass out at the presentation. We also produced note pads as swag, as well as cookies. Food is one of my love languages, as you may know.

Continuous Improvement as a Marketer

During the meeting, I was at home and at ease presenting. Talking about my family, and how previous work experience led me to start Front Porch Marketing. I spent time discussing what makes us different, our services and shared two client examples. The majority of the audience was engaged. However, two or three business owners were frowning and bored. I did something wrong. I didn’t practice what I preach.

At Front Porch Marketing, we partner with business leaders and owners who want to build strong brands. They recognize a full-service branding and marketing partner provides them value and focus to working on their business instead of in their business. But these leaders know marketing isn’t a one-size-fits-all. And all marketers are not the same.

This leads me to how you can help. Please comment on this blog post, or email or text me and let me know what makes Front Porch Marketing rock for you. Let me know how I can communicate our value proposition in a more meaningful way. Thanks in advance, y’all!

While I still find it hard to believe, I have reached the end of my college experience. With all of the emotions and changes that come with senior year of college, my internship with Front Porch has been a constant that I could always depend on. As I approach my one-year anniversary with the team, I want to reflect on the value that internships bring to college students. 

Real-World Experience 

As overused as the term may seem, internships are without a doubt one of the best ways for students to immerse themselves into the professional space. Although our coursework helps give us an idea of the responsibilities expected from our potential career, nothing beats the real thing. No matter the industry, interns are excited to jump into the professional space with you – there’s no better way to learn than by doing! 

Project Management and Multi-Tasking 

Between my internship, schoolwork, on-campus job and social life, this past year has been anything but boring. Students have spent years juggling their commitments, such as classes, extracurriculars and hobbies. We understand the importance of time management and want to help carry the weight of your company’s day-to-day operations. By getting the opportunity to simultaneously work on multiple client accounts, Front Porch helped me strengthen my multi-tasking skills and feel confident in my abilities. 

Collaboration and Fresh Perspectives 

Like with any partnership, interns develop a sort of symbiotic relationship with the company they work for. Learning from professionals helped me not only start developing my own relevant insights but altered my way of thinking to reflect a more sophisticated and focused approach. Front Porch has always encouraged me to think critically and creatively, welcoming my ideas and asking questions to help me strengthen them. By giving your interns the chance to share their thoughts without fear of judgment, new and unique perspectives can be brought to the table. 

Increased Confidence 

My internship has helped me in many personal areas, especially with promoting myself and networking. I feel more secure in my creative work, as I found myself approaching my educational tasks with a mindset geared toward what a client or other target audience would be looking for. Front Porch gave me many opportunities to engage in client relations and present my work to our partners, which significantly increased my confidence in public speaking. The skills and lessons I’ve learned in my internship have shaped me as a creative professional, and their impact will carry with me into my future endeavors.  

So, with all of that to be said, companies should consider adding an intern or two to their team. Students are happy to gain any experience they can and will be passionate to push your company’s professional goals. Remember that everyone has to start somewhere, so consider being the helping hand who kickstarts someone’s professional experiences — just like Front Porch has been for me. 

As trends change, public relations materials and PR plans from specific periods in a company’s history can become outdated and irrelevant in today’s fast-paced environment. Spring is an ideal time to update older PR materials, including media lists, press release templates, etc.

Focus on these four key areas to prepare the PR strategy for summer.

Happiness is an Updated Media List to Maximize New PR Plans

The media landscape constantly evolves, leading to a regular turnover of editors moving between different publications and those leaving the industry altogether. Given this dynamic environment, keeping media lists with the most relevant and active writers is essential.

This is the perfect opportunity for some spring cleaning! Take the time to research and remove any contacts from lists that result in email errors.

Let the Sunshine in by Deleting Old Press Releases

Spring cleaning is essential for managing old, unfinalized files, particularly the multiple versions of press releases. Now is the perfect time to delete the non-final versions and create space for new files. This process also helps you organize and declutter folders. No one wants to sift through a chaotic mess when searching for a specific release.

Dust off Pitch Strategies for Shiny New PR Plans

Another way to capitalize on this PR Plans cleaning season is by reassessing pitches. Take the time to review what has been effective, identify emerging trends, and evaluate which messages have resonated with the media and which have not. This is an ideal opportunity to adjust and refine any messaging or angles you have found outdated or ineffective in capturing attention.

Revitalize PR Plans This Spring

After reviewing pitches, use that insight to refresh public relations strategies by developing a 6 to 12-month PR plans focused on trade and consumer media. Now is the perfect time to evaluate and improve plans and campaigns for the rest of the year. This evaluation is especially crucial for upcoming product launches or news developments.

Working parents are both rejoicing and feeling dread right now. Spring officially sprung on Thursday, March 20, bringing longer days, warmer nights and blooming flowers. Sure, we’re ushering in more time outside to enjoy nature, but for working parents, it also signals the end of the school year is near. Cue the panic as your thoughts turn to keeping school-aged kids entertained all summer — and figuring out how to pay for it.

Flexible Schedules Help Working Parents

One silver lining of COVID was the increase of flexible work schedules. For some, that means a fully remote environment, while others enjoy a hybrid model, splitting time between the office and home. Some workplaces even allow flexible hours, helping parents coordinate summer schedules and sharing childcare responsibilities more effectively.

Even with the most flexible work setups, the challenge remains — kids at home needing entertainment and work that still needs to be done. So, how do working parents navigate summer?

Set Yourself Up for Success, Working Parents

Start by getting organized. Create a summer activity spreadsheet, structuring it by week, and begin filling it with any pre-planned events. Maybe you’ve already blocked time off for a family vacation or a week at the grandparents’ house. Whatever the case, start with a realistic overview of the dates and gaps you need to fill.

Next, establish a budget. Some camps, especially full-day and overnight options, can be costly, even if you have two working parents in the family. Determine what works for your finances and commit to staying within it.

Now it’s time to explore your local camp options. Chat with your kids about their interests, connect with other parents for recommendations and start your online research. From recreational sports leagues to summer art programs, day camps and overnight camps there most likely isn’t a shortage of options. You might also consider hiring a summer nanny or a high schooler in your neighborhood who is great with kids and looking to make some extra money.

At this stage, start building your list. Make sure to include dates, costs and priorities. Determine what fits within the weeks you need coverage, and your budget.

Other Considerations When Planning Your Kid’s Summer

Alternate weeks of coverage. To cut costs or allow for unstructured downtime, some families with a work-from-home parent opt for weeks with no scheduled activities, giving kids the freedom to play at home.

Opt for half-day activities. Another great way to save money while giving your kids the best of both worlds. An opportunity for structured play with peers for part of the day, followed by enjoying the comforts of home for the rest of the day.

Book early. Many camps offer early bird discounts so the sooner you start researching and securing spots, the more budget-friendly your options will be.

Drop-in activities. Nomatter how well you plan, unexpected work meetings or obligations can arise. Consider camps that offer flexible, last-minute enrollment. They may cost more, but they’re a valuable option to have in your back pocket.

Be Ready to Pivot or Reschedule Plans

No matter how much planning you do as a working parent, unexpected changes are bound to pop up in your kids’ summer activities. Keep in mind that summer is meant to be slower paced, a time for relaxation and making memories with family and friends. It’s okay if every moment isn’t scheduled, and hearing “I’m bored” now and then is inevitable. But by following a few of these tips, you can minimize stress, embrace the unpredictable and make this summer one to remember.

Happy planning for an unforgettable summer!

We’re 14 this year. And I admit it. In addition to being an entrepreneur, business owner, mother, wife, volunteer, brander and marketer, I am a “Swiftie.” However, there are a few things I disagree with powerhouse entrepreneur and musical genius Taylor Swift on. One of those things is that indeed, “At 14 there is so much you CAN do.”

Front Porch Marketing Started Rockin’ 14 Years Ago

As I reflect on the years since founding Front Porch Marketing in March 2011, there is so much in which to give thanks. We have had and continue to have the support of many people, in business and life. Mentors, current and former clients and team members, advocates, friends, family members and I could go on and on. I am so grateful and humbled for each and every person who continues to rock our Porch.

Without further ado, to y’all who have been with us since the beginning, in the middle, jumped on the Porch recently and those to come, I share these things.

14 Branding, Marketing and Business Must-Haves and Guardrails for 2025

1 Branding

Know what your brand should be. How is it relevant to your target? Does everyone within your organization know what your brand stands for? Your internal team should be convicted. Your brand should be creating emotional connections. Consistently communicate your brand at every point of contact with all your audiences. This has been our foundational message to clients for 14 years.

2 Marketing Plan

“Failing to plan, is planning to fail,” said Benjamin Franklin. Have you created your marketing plan? Did you stick to it? Are you reviewing your goals, targets, strategies, tactics, budget, etc. quarterly? How is your ongoing measurement compared to your goals?

3 Client and Customer Insights

Talk to or have an agency partner your current clients. Identify strengths and weaknesses. Gather feedback. Discover new opportunities. Enhance customer experience. Validate marketing and sales strategies. All of this results in stronger relationships.

4 Website

Audit your current website. Is the creative on brand? Are you using SEO to make your site more visible in search? Does your content answer customer questions? Does it have a strong Call to Action (CTA)? Are you monitoring and measuring analytics?

5 Strong Creative

This sets you apart from competitors. When someone within your organization wants to drive creative ideas based on what they like and then another person wants to DIY creative, you are diluting your brand. Show you are established and have professionals working on your brand. This is not the area to bring in-house unless you have a creative director who has a graphic design designer or creative team. Hard stop.

6 Interesting and Personalized Content

Are you listening to your clients or customers? Is your copy concise? Is it compelling? If you have engaged your office manager, or person on your team with an English degree, etc., to write your content, how is that working for you?

7 Organic Social Media

Organic social content is more relatable and real. Consistency on social media is paramount. We know a consistent organic social media strategy drives results.

8 AI

How are you utilizing AI? What drives us crazy about it is when a client says just post this using AI to generate content. Nope. Not. Humans still matter. But there are ways to complement what you are doing and improve efficiencies by using AI.

9 Paid Strategy

How can you amplify your organic social? Want to engage potential clients or customers? With limited budgets over 14 years, we have found multiple ways to leverage paid digital advertising strategies to achieve goals.

10 Sustainability

For long term business success, people, profit and planet must be woven into your business and marketing strategies. Sustainability does matter. Your team cares about it. Your clients and customers will remain loyal to you because of it. How can we help with this?

11 Pivoting and Testing

Marketing isn’t a one size fits all. Try something. Make sure it is on strategy and on-brand. Analyze it. And if it is working, amplify it. Do more of that. This strategy of pivoting and testing has been working for our clients for 14 years.

12 Video

A simple video marketing strategy can cut through the clutter. Video doesn’t have to be over produced or over-thought. You don’t have to necessarily entertain. Be you do need to be helpful, on-brand and meaningful in your video messaging.

13 Sales Support

Sales and marketing go hand-in-hand. What are you or your sales support doing together to drive leads? We have some tried-and-true ideas here — that we’ve successfully deployed over the last 14 years — and would be happy to have a call with you to share.

14 CRM

A simple customer relationship management system (CRM) helps maximize interactions and engagements with all audiences. There are many more benefits. We would love to set up a call to wax further lyrical here. Call us.

14 Years is Just the Beginning

To all business and nonprofit leaders who have considered all these must-haves and guardrails for 2025, kudos to y’all. Let’s keep doing more of that! And, on this our 14^th year, please know Front Porch Marketing folks, “You’re Still the One.”

Most people associate direct-to-consumer (DTC) marketing with eye-catching branding, emotional storytelling, and engaging social media tactics. Meanwhile, B2B marketing often leans on logical arguments, technical details, and dry case studies. But what if B2B brands borrowed some of the best tactics from DTC companies?

By applying DTC strategies, B2B brands can create more engaging, memorable, and impactful marketing. Here’s how.

Build a Brand, Not Just a Business

DTC brands focus on identity and emotion. Many B2B brands focus too much on their product and not enough on their brand identity.

Example: Just think of how some of these companies — like Chewy, Hims & Hers, and Warby Parker — have cultivated strong brand personalities.

Key takeaway: Develop a strong, recognizable brand voice, mission, and aesthetic  — something that resonates beyond just your product or service. B2B customers want to buy from brands they trust and connect with, not just vendors.

Humanize Your Messaging Like a DTC Brand

DTC brands speak to customers, not at them, using casual, relatable language. In contrast, B2B marketing often defaults to corporate jargon and overly complex messaging.

Example: Instead of saying, “Our enterprise solutions optimize workflow efficiency,” say, “We help teams work faster and smarter — without the headaches.”

Key takeaway: Write like a human, not a business textbook. Buyers are still people, even in B2B.

Prioritize Customer Experience, Not Just Sales

DTC brands thrive on seamless, enjoyable experiences—from website UX to packaging to post-purchase engagement. B2B buyers also expect ease and efficiency, yet they often deal with clunky websites, slow response times, and uninspired content.

Example: Slack disrupted the enterprise communication space not just with a great product but with an intuitive design and customer-first mindset.

Key takeaway: Treat every touchpoint like an experience, not just a transaction.

Leverage Social Media Beyond Just LinkedIn, Like a DTC Brand

DTC brands dominate Instagram and TikTok — not just for selling, but for building a community. B2B brands often limit themselves to LinkedIn and corporate blog posts.

Example: Shopify’s playful and engaging social media presence on multiple channels, which makes business content feel accessible and fun.

Key takeaway: Don’t be afraid to show personality and engage where your audience spends time.

Focus on Storytelling Over Features

DTC brands make their customers the hero of the story (e.g., Nike’s “Just Do It” campaigns). B2B brands, on the other hand, tend to list features instead of crafting a compelling narrative.

Example: Instead of “Our CRM software has AI-driven analytics,” say, “Imagine cutting your admin time in half so you can focus on growth.” For our B2B client Integrated Advisors Network, we create on-going stories featuring IAN advisors. These stories are relatable and demonstrate the passion and drive that their advisors have for their own businesses that IAN helps support.

Key takeaway: Lead with the impact your product has, not just its specs. What’s in it for your customer? How are you making their lives better?

DTC Brands Embrace Video and Interactive Content

DTC brands lean heavily on short-form videos, influencer collaborations, and interactive content to capture attention. B2B brands still rely too much on static PDFs and lengthy white papers. Can that information pivot into a more entertaining, relatable format?

Example: HubSpot creates bite-sized, engaging video content for YouTube and social media rather than relying solely on long-form blog posts.

Key takeaway: Experiment with video, interactive quizzes, and engaging formats to make your content more dynamic.

Win Like a DTC Brand

B2B marketing doesn’t have to be dull, robotic, or overly complicated. The best DTC brands win because they connect emotionally, simplify messaging, and create unforgettable customer experiences. By borrowing these tactics, B2B brands can stand out, engage their audience, and drive long-term loyalty. This year, think about: What’s one DTC marketing tactic you think could work for your B2B brand?