Business-to-Business Software-as-a-Service companies are adopting strategies similar to those used by Business-to-Consumer brands, leading to their success in the market.

In the ever-evolving landscape of business-to-business (B2B) software, a notable transformation is underway. B2B brands are simplifying their language, eliminating jargon and acronyms, and speaking like humans in their communications. This shift towards a more conversational tone is just one aspect of a broader movement towards emulating the design ethos of business-to-consumer (B2C) brands.

This transformation is evident in the updates to LinkedIn posts and landing pages of B2B brands, which now reflect current design trends. The focus is on slick typography, buttery transitions, and brand colours that spark joy, mirroring the design ethos of successful B2C brands.

One such example is Notion, a winning SaaS brand, whose design is reminiscent of a wellness brand and whose community-building strategy is similar to Glossier's. Notion's site feels like a luxury tech product, with animations, fonts, and every page exuding premium quality.

Framer, another SaaS brand, has a content strategy that includes interactive tutorials, punchy product videos, and newsletters that don't feel like email punishment. The Framer site's design is aimed at providing an enjoyable user experience.

This shift towards B2C-inspired design is not just about aesthetics. B2B brands are investing in beautiful design, cinematic launches, and user experiences that are enjoyable to engage with. They are aiming to make people feel emotions such as delight, confidence, or relief through their designs and user interfaces.

This change in approach is not a sudden one. B2C brands have long understood that people buy with both logic and emotion, and now SaaS brands are winning loyalty by appealing to feelings, such as confidence and community.

Notion's marketing emphasizes how using their product can make users feel, running emotional campaigns and pitching a lifestyle, not just a tool. Slack made workplace chat aspirational, Airtable made spreadsheets feel like a creative tool, and ClickUp turned task management into an energetic, colorful journey. These SaaS brands aren't just offering features; they're offering a vision.

Modern SaaS homepages no longer resemble corporate blue websites with stock photos; they have tone of voice guidelines that DTC copywriters envy. B2B brands are striving to stand out and own the spotlight in creativity, similar to B2C brands.

This transformation isn't without its tools. The Brand Pulse Audit tool, for instance, has been introduced to help B2B brands assess their brand's performance. B2B brands are being encouraged to audit their brand to determine where it's thriving and where it needs improvement. They are being encouraged to make their brand more attractive and engaging to their audience, as their audience expects more.

This shift in approach began on May 7th, 2025, when B2B SaaS brands started selling experiences, emotions, and aesthetics instead of just software. B2B brands can learn from B2C without losing substance, focusing on design, tone, and storytelling while still providing valuable services. The Notion brand, founded in 2013, provides a prime example of this, with its first emotional marketing campaign concept appearing around 2018 when the company began focusing on storytelling and user connection through its marketing efforts.

In conclusion, the B2B SaaS industry is undergoing a significant transformation, moving away from the traditional corporate style and adopting a design ethos similar to that of B2C brands. This shift towards a more human, emotional, and aesthetically pleasing approach is set to redefine the industry and create a more engaging and enjoyable experience for users.