For far too long, B2B marketing has operated on the assumption that decision-makers are predominantly male – unsurprising, given the historical landscape where senior roles were overwhelmingly occupied by men wielding the power of the corporate purse.
But good news: the times they are a’changing. Today’s B2B decision-makers are not only younger (with two-thirds being millennial or Gen Z) but also increasingly diverse, with women taking on more influential roles.
This shift isn’t just anecdotal. In 2023, women finally achieved parity in senior marketing positions, representing half of all Fortune 500 CMOs. Meanwhile, in 2024, nearly half of new appointments to FTSE 100 boards were women. And while they already steer the majority of household finances, women are now claiming a louder voice in business spending too.
What does this mean for B2B marketing?
To build deeper connections with this new wave of decision-makers, it’s time to revisit some of the long-standing assumptions guiding our marketing strategies.
No, this isn’t about resorting to gender stereotypes or pandering with pink-washed campaigns. Instead, it’s about acknowledging that women’s perspectives, product preferences, and content consumption habits differ from men’s – and these differences can’t be ignored if we want to remain relevant.
The way we engage our audience should evolve in line with their shifting expectations and behaviors. This is especially crucial for account-based marketing (ABM), where truly knowing who you’re speaking to can make all the difference.
So, how can you gear your campaigns to connect more effectively with a female-centric audience? Here’s where to start:
Messaging that moves the dial
The foundation of effective messaging is understanding your audience’s lived experiences. The goal? Create content that resonates, offering that ‘aha’ moment of relatability and recognition. This connection can cut through the noise and influence decision-making on a deeper, emotional level.
B2C marketers have long been masters of this art. Take Sport England’s iconic This Girl Can campaign, which struck a chord by addressing women’s fear of judgement in sports. It delivered a resounding, body-positive message that empowered women to break barriers.
In B2B, we can apply a similar mindset. Consider how women’s workplace experiences can shape their buying decisions. The Category Entry Points (CEPs) they use – those subconscious cues that drive purchasing decisions – may differ significantly from their male counterparts.
Imagine a video conferencing tool that highlights when women are spoken over in meetings, or an admin platform that reduces the burden of invisible office work. Picture an employee wellbeing app that tackles emotional labour or accounting software designed to help balance the school run with the budget sheet.
A standout example is Sage’s Boss It campaign, which cleverly subverted expectations with the line: ‘He thinks he’s the boss, but I’m definitely the boss.’ Subtle yet powerful, it speaks volumes to those who’ve faced similar experiences in the workplace.
Creative that truly includes
It should go without saying, but to resonate with a diverse audience, your marketing must genuinely reflect that diversity – not just pay lip service to it. This means leaving behind clichéd imagery of men in suits and gendered language that defaults to the masculine.
Authentic representation goes beyond tokenistic ads featuring a smiling woman or her equally smiley non-white colleague.
Authentic inclusivity doesn’t always require a massive budget. Sometimes, a shift in perspective is enough. Look at Stabilo’s Highlight the Remarkable campaign, which celebrated overlooked women in historical photos, effectively flipping the script on the phrase ‘behind every great man is a great woman.’
Content that captures attention
The boundaries of what’s considered ‘B2B-appropriate’ content are blurring. Today’s buyers are embracing formats like podcasts, in-game ads, and user-generated content. However, understanding that content preferences can vary by gender is key.
Women are often seen as multitasking maestros – so why not focus on bite-sized podcasts or video shorts that can be consumed on the go? In the UK, over half of gamers are now women, but they’re more likely to engage with mobile puzzle games than traditional console-based or competitive esports. Tailoring content to fit these preferences could unlock a wealth of engagement.
Content focus matters as much as the format. For example, Elf’s So Many Dicks campaign used humour and pointed critique to highlight gender disparity on corporate boards. By using a ‘Not-so-White Paper’ and a satirical ‘Change the Board Game,’ they brought attention to a serious issue in a creative way.
Media that matters
Instead of defaulting to the usual roster of B2B channels, consider tapping into platforms where your audience already spends their time. While LinkedIn, Reddit, and YouTube skew male, Pinterest is dominated by women, with 71% of its UK user base being female.
The generational divide is widening too. Gen Z women are gravitating towards visual platforms like TikTok, Instagram, and Pinterest, while Gen Z men favour text-heavy sites like Reddit and X (formerly Twitter).
Timing is another crucial factor. Women are more likely to work part-time or have non-traditional work hours, so the classic 9-to-5 media strategy may miss the mark. Tailor your campaigns to reach audiences during their ‘scroll time’ – whether it’s the school pick-up line or late-night catch-up sessions.
Gender as the next opportunity for B2B differentiation
Ultimately, demographics are just one part of the picture. People are complex, with a range of preferences and tastes that can’t be boxed in by traditional marketing categories.
However, embracing a more gender-aware approach can encourage greater open-mindedness in your campaigns, pushing your brand to think differently about today’s workplace and the individuals driving purchasing decisions.
By recognizing the nuances of your audience, you can create campaigns that not only resonate but also stand out in a crowded market.
To hear firsthand experiences from senior women in B2B, tune in to the latest season of 43% and Rising – the Earnest Agency podcast dedicated to women in marketing. Or, if you’re interested in discussing women-centric B2B strategies, reach out to me via Earnest.
