Why B2B marketers are advertising more like consumer brands to break through a crowded marketplace

B2B marketers are exploring consumer-facing platforms like TikTok, using emotive and humorous ads to engage audiences, borrowing tactics from B2C marketing to break through the competitive landscape.

"The line between business marketing and consumer marketing is beginning to blur... encouraging B2B marketers to rewrite the playbook, focus on storytelling, and invest in brand awareness on platforms like TikTok."

Read at Digiday