The face of B2B decision-making is changing. A new generation of women is stepping into leadership roles, reshaping the dynamics of corporate purchasing power. But what does this shift mean for the strategies and creative approaches that have long defined B2B marketing? To remain effective, marketers must adapt to an increasingly diverse audience while shedding outdated assumptions about who holds the corporate purse strings.
Breaking Down the B2B Boys’ Club
For decades, B2B marketing has catered to a predominantly male audience. This bias reflected the historical reality of boardrooms dominated by men. However, the landscape is evolving. Women are not only influencing household finances but also asserting themselves as key players in corporate spending.
In recent years, the shift has become unmistakable. By 2023, women held half of all Fortune 500 Chief Marketing Officer roles. In 2024, nearly half of new appointments to FTSE 100 boards were women. Today’s B2B decision-makers are also younger, with Millennials and Gen Z professionals making up a significant portion of the market. This new reality demands a fresh perspective in B2B marketing campaigns.
The Impact on Marketing Strategies
Adapting to this change doesn’t mean pandering or resorting to gender stereotypes. Instead, it’s about recognising that women often approach purchasing decisions differently, influenced by unique workplace experiences and content preferences. A one-size-fits-all strategy no longer works.
This evolution is especially critical for account-based marketing (ABM), where deep insights into individual decision-makers can make or break a campaign. The challenge for marketers lies in understanding how women’s perspectives and subconscious decision-making cues—known as Category Entry Points (CEPs)—shape their choices.
Resonant Messaging
Creating impactful campaigns begins with understanding your audience’s lived experiences. Messaging that resonates emotionally can cut through the noise and establish meaningful connections. B2C campaigns, like Sport England’s This Girl Can, have excelled at this by addressing societal barriers with empowering messages.
In B2B, this could mean developing campaigns that reflect the challenges women face in the workplace. Imagine promoting a video conferencing tool that reduces interruptions during meetings or an admin platform that alleviates invisible labour. Sage’s Boss It campaign nailed this approach by flipping traditional workplace power dynamics with the tagline: “He thinks he’s the boss, but I’m definitely the boss.”
Diversity in Creativity
Effective marketing requires authentic representation. Gone are the days of stock images featuring men in suits or tokenistic nods to diversity. Instead, brands must strive for genuine inclusivity in their campaigns, reflecting the true breadth of their audience.
Take Stabilo’s Highlight the Remarkable campaign as an example. By celebrating overlooked women in historical photos, it challenged conventional narratives and resonated deeply with its audience.
Diversity doesn’t always require a large budget—it often starts with a shift in perspective. Campaigns that authentically reflect the experiences of a diverse audience stand out and create lasting impressions.
Engaging Content Formats
Modern B2B audiences embrace non-traditional content formats. Podcasts, short-form videos, and user-generated content are blurring the boundaries of what’s “appropriate” for the sector.
Women’s multitasking habits and content preferences offer new opportunities for engagement. Bite-sized podcasts, video shorts, and mobile-friendly content can cater to their busy schedules. Understanding platform preferences is also key. While platforms like LinkedIn skew male, Pinterest and Instagram see higher female engagement, particularly among Gen Z.
Strategic Media Planning
Timing matters when reaching female audiences. Women are more likely to have non-traditional work hours, meaning classic 9-to-5 media strategies might miss their mark. Effective campaigns consider their unique rhythms, targeting moments like the school pick-up or late-night scrolling sessions.
Creative platforms can also be leveraged to bring attention to gender disparity. Elf’s So Many Dicks campaign, for example, used humour and satirical board games to challenge the male dominance of corporate boards.
Gender as a Differentiator
Demographics are just one part of the picture, but recognising gender as a lens through which decisions are made can unlock new opportunities. Campaigns that embrace these nuances encourage open-mindedness and push brands to think differently about the workplace dynamics shaping purchasing decisions.
By tailoring campaigns to this diverse audience, marketers can create strategies that not only resonate but also differentiate their brand in a crowded marketplace.
The Way Forward
As women continue to rise in B2B leadership, marketers must shift their approach to better reflect this new reality. By embracing diversity in messaging, creativity, and strategy, brands can connect meaningfully with a broader audience.
To explore more on this topic, tune into 43% and Rising, a podcast dedicated to women in marketing. Alternatively, reach out to Earnest for insights into crafting women-centric B2B strategies that align with the needs of today’s decision-makers.
