Exploring trending themes in B2B Advertising

April 29, 2024 Wouter Uvin

It’s not an uncommon story. You want to engage your audience, but don’t know where to start. This is especially challenging in the B2B industry, with such varied and niche interest groups. The best place to look for inspiration is around you, at what works for leaders in the field. There are tonnes of businesses who use innovative strategies that engage and resonate with their professional audiences.

Some may call it emulation - we call it trending.

In this blog post, we’ll explore both key and less obvious topics that are shaping the B2B digital marketing scene you can tap into for your next campaign.

But, before diving into the main topic of this blog, it’s imperative to once again state how important it is to target all members of the buying committee and to stay relevant at each stage of their buying journeys.

How do I create B2B ads that resonate with my audience?

B2B advertising is most effective when it aligns with each phase of the buyer journey, for each member of the buying committee.
A first step in this direction is the creation of buyer personas. These are representations of the different member types of your target audience’s buying committees. Afterwards, the buying journey of each of these personas can be mapped out. Another crucial element that should be unveiled at this stage is the way how the different personas interact with and influence each other.

Once your buyer personas and their respective buyer journeys have been identified, targeted campaigns can be crafted that resonate with each persona at various stages of the journey. Keep in mind you want to appeal to all members of the buying committee, meaning creating content for each persona that’s part of it and for each phase they’ll go through.

Now let’s go over some themes you can try and use in your next campaigns.

What themes can I tap into?

Escapism for Professionals

Even suits want to loosen their ties from time to time. All of us can appreciate a break from the daily grind, and that’s exactly what escapism provides.

B2B advertisers are recognizing the need to offer engaging content that provides a temporary escape. This could involve immersive webinars, virtual events, or interactive experiences above the norm. The key is that the content should transport professionals into a world where their business challenges are met with innovative solutions, instead of dry spreadsheets and typical lectures.

Futurism as a Strategic Vision

Futurism is a term usually thrown around consumer brands - but it’s a powerful motif for B2B markets too!

All around us, we are beginning to see companies utilise futuristic visuals and narratives to position themselves as industry leaders. They showcase innovative solutions, cutting-edge technologies, and forward-thinking strategies that hit on the latest tech and buzzwords. Futuristic advertising in the B2B space reinforces a commitment to progress and positions brands as partners in shaping the future of their respective industries.

Nostalgia in B2B Advertising

Nostalgia has a unique way of resonating with audiences, even in the B2B space. Advertisers are utilising this sentiment by incorporating nostalgic elements into their campaigns. This can be done in various ways, for instance: reviving industry milestones, referencing past successes, or celebrating the evolution of technologies. Nostalgia in B2B advertising creates a sense of familiarity and warmth, creating a connection through shared experiences amongst professionals.

Technology Ethics and Sustainability in B2B

Ethics are important, and both B2C and B2B consumers are placing an ever-increasing emphasis on what’s ethical and sustainable.

If you’re doing good work in more than one sense of the word, people want to hear about it. Campaigns that highlight the responsible use of technology and sustainable business practices are seeing gains in the B2B market. Companies can start tapping into this trend by addressing concerns related to data security, privacy, and corporate responsibility. Sustainability is also becoming a key selling point as businesses increasingly prioritise eco-friendly initiatives in their operations.

Employee Well-Being Programs

In an era where remote work and employee well-being are paramount, B2B advertisers are shifting their focus to showcase solutions that contribute to the overall health and happiness of their employees.

Campaigns highlighting corporate well-being programs, mental health resources, and tools that support a healthy work-life balance are great examples of this trend in action. While it has the benefit of attracting and retaining top talent, it also resonates with businesses that prioritise the welfare of their own workforce.


Your B2B ads will be most impactful when they align with the different stages of the buyer journey your target audience is going through. In addition to this, they should also be targeting all of the members of your targets’ buying committees.

As the B2B advertising landscape evolves, so must we as marketers. By incorporating themes of escapism, futurism, nostalgia, and other impactful trends like employee well-being programs and technology ethics, many companies are already adapting to the new status quo.

At LeadFabric, we’re excited to see B2B marketers navigate the digital horizon with innovative strategies to connect, inform, and inspire the audiences of today. Stay tuned for more exciting developments as we explore the shifting landscape, or click here to get in touch and find out more.

No Previous Articles

Next Article
Effective B2B ads: Navigating the buyer journey through strategic advertising
Effective B2B ads: Navigating the buyer journey through strategic advertising

Explore how to make your B2B ads resonate more by using personas and the buyer journey.