B2B Marketing Isn’t About Platforms, It’s About People

You’ve heard it, and I have, too — “We need to focus our B2B marketing on LinkedIn because that’s where business professionals are.” This narrow thinking misses a fundamental truth about marketing that I’ve learned through years of building and scaling businesses. Here’s the reality: your B2B customer isn’t just a LinkedIn profile or a job title. They’re a human being who uses multiple platforms throughout their day.

The Human Behind the Business Decision

The biggest misconception in B2B marketing is that you’re selling to a business. You’re not. You’re selling to a person who makes decisions for a business. This distinction completely changes how we should approach marketing. When I founded Hawke Media, I quickly realized that the traditional B2B marketing playbook was limiting. CMOs, CEOs, and other decision-makers don’t just exist in a professional bubble. They scroll through Instagram while waiting for coffee. They check Facebook before bed. They might even unwind with TikTok videos after a long day. These moments present powerful opportunities to connect with your target audience when they’re in a different mindset than their professional LinkedIn persona.

Meeting Your Audience Where They Are

Think about your own behavior. Do you completely separate your professional and personal digital lives? Most people don’t. We carry our business problems and needs with us everywhere. This is why I advocate for a multi-platform approach to B2B marketing. Consider these facts about decision-makers:

• They spend personal time on platforms like Instagram, Facebook, and TikTok
• They’re often more receptive to new ideas outside of work hours
• They respond to content that speaks to them as people, not just as professionals

The key is creating content that resonates with the human behind the business card, regardless of which platform they’re using at the moment.

The Right Message at the Right Time

Let me give you a practical example. As a marketing agency founder, I’ve found that reaching a CEO or CMO while they’re casually scrolling through Instagram can be incredibly effective. Why? Because I’m catching them in a moment when they’re:

1. More relaxed and open to new ideas
2. Not bombarded by competitor messages (unlike on LinkedIn)
3. Engaging with content they personally enjoy

This doesn’t mean abandoning LinkedIn—it’s still valuable. But limiting yourself to only professional platforms means missing countless opportunities to connect with decision-makers in different contexts.

Creating Content That Crosses Boundaries

The trick is developing content that works across platforms while still feeling native to each one. This means understanding both the technical aspects of each platform and the psychological state of users when they’re there. For example, on Instagram, I focus on visual storytelling that quickly communicates value. On TikTok, I create more authentic, personality-driven content. The core message remains consistent, but the delivery adapts to the platform and the mindset of users there. This approach has allowed me to reach business decision-makers in moments when competitors aren’t even trying to reach them.

The Competitive Advantage of Human-Centered Marketing

By recognizing that B2B marketing is fundamentally about connecting with humans, not abstract business entities, you gain a significant advantage. While your competitors fight for attention in crowded professional spaces, you can build relationships with the same decision-makers in less competitive environments. Remember that CMO you’re trying to reach doesn’t stop being a potential customer when they leave LinkedIn. They carry their business challenges, goals, and needs with them everywhere they go online. The most effective B2B marketing strategy recognizes this reality and meets potential customers where they actually are—not just where we think they “should” be professionally.

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Frequently Asked Questions

Q: Isn’t LinkedIn still the most effective platform for B2B marketing?

LinkedIn remains an important channel for B2B marketing, but it shouldn’t be your only focus. Decision-makers spend time across multiple platforms, and reaching them in different contexts can increase your effectiveness. A balanced approach that includes both professional and personal platforms typically yields better results.

Q: How do I create B2B content that works on platforms like Instagram or TikTok?

Focus on creating content that speaks to the human needs and interests behind business decisions. Use the visual and engaging nature of these platforms to your advantage. Keep messages concise, valuable, and authentic. The content should feel native to the platform while still connecting to your business value proposition.

Q: Won’t my B2B message seem out of place on social platforms?

Not if you adapt your approach appropriately. The key is understanding that you’re not interrupting someone’s time with a business pitch—you’re connecting with a business decision-maker in a different context. When done thoughtfully, this can actually make your message stand out positively.

Q: How do I measure success when marketing to B2B customers on consumer platforms?

Track both engagement metrics and business outcomes. Look at platform-specific metrics like views and interactions, but also monitor increases in brand awareness, website visits, and ultimately conversions. Attribution may be more complex in a multi-platform approach, so consider implementing specific tracking codes or landing pages for different channel initiatives.

Q: Should I use the same messaging across all platforms?

Your core value proposition should remain consistent, but how you communicate it should adapt to each platform. Consider the different user mindsets and platform conventions. For example, LinkedIn content might be more detailed and professional, while Instagram content should be visually compelling and quickly digestible. The fundamental message stays the same, but the delivery changes.