B2B Software-as-a-Service companies mimicking B2C strategies to score victories
In the ever-evolving world of technology, B2B SaaS brands are making a significant shift in their approach. As of May 7th, 2025, these brands are no longer focusing solely on selling software; instead, they are concentrating on creating experiences, emotions, and aesthetics that resonate with their customers.
This transformation is evident in the strategies of brands like Notion and Framer. Notion, a leading SaaS brand, boasts a clean, intuitive design reminiscent of a wellness brand, and a community-building strategy similar to Glossier. Framer, on the other hand, offers a luxury tech product feel, with animations, fonts, and designs that convey a sense of the future.
The shift towards brand building, not just product creation, is a key aspect of this change. B2B brands are now redefining the industry by stealing tactics from B2C brands without losing their product-first edge. For instance, Framer's content strategy includes interactive tutorials, punchy product videos, and engaging newsletters, while their site feels like a luxury tech product.
Notion's marketing strategy, too, focuses on the emotional aspects of using their product, such as empowering teams and creating a lifestyle. Modern SaaS homepages showcase tone of voice guidelines that would envy Direct to Consumer (DTC) copywriters.
Beautiful design, cinematic launches, and user-friendly UX are now prioritized in B2B brands. If B2B brands are still writing LinkedIn posts like it's 2011 or designing landing pages that look like someone fell asleep on a spreadsheet, they are urged to update their strategies.
Slack, Airtable, and ClickUp are prime examples of brands that have transformed workplace chat, spreadsheets, and task management into aspirational, creative, and energetic experiences. People don't just buy B2B products with logic; they also buy with feelings, and B2B brands are now winning loyalty by making people feel something, such as confidence or community.
To help B2B brands audit their brand performance, the Brand Pulse Audit tool has been introduced. B2C design principles are being applied to B2B without sacrificing substance. Jargon and acronyms are being replaced with human-like language in B2B brand communication.
This evolution in the B2B SaaS sector is led by companies like KOTA, a Creative Digital Agency specializing in Creative Web Design, Web Development, Branding, and Digital Marketing. The company that operates the website of Framer is Framer B.V., located at Rozengracht 207B, 1016 LZ Amsterdam, Netherlands.
In conclusion, the B2B SaaS landscape is undergoing a revolution, with brands focusing on emotions, aesthetics, and experiences rather than just products. This shift towards a more human-centric approach is set to redefine the industry and create a more engaging and enjoyable experience for users.
