Substance Over Style: A Better Way to Market B2B

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Substance Over Style:
A Better Way to Market B2B

A Distributor Channel Marketing Moment
By Desiree Grace

We all know it when we see it: the Patagonia commercial that motivates you to hit the hiking trail, or the Nike ad that nudges you back into the gym. Selling an idealized lifestyle or self-image is the essence of aspirational marketing. It speaks to what people care about.

This approach is especially successful in B2C (business-to-consumer) marketing. But don’t write off aspirational marketing as exclusive to B2C. I would argue there is a meaningful place for it in our B2B (business-to-business) world.

Hear me out.

Aspirational marketing can speak to an ideal future state at work, and it can also be a powerful recruiting and retention tool.

Let’s start with that ideal future state. Whether you’re creating internal messaging for your team or external marketing for customers, values like safety and quality matter.

None of our B2B buyers want to work with an unsafe supplier or questionable quality. Aspirational marketing can position your organization as the gold standard. Competing against low-cost or sketchy imported brands? Emphasize your quality systems, engineering rigor, or Made in America credentials. Even B2B buyers want to feel confident and good about their decisions.

Internally, reminding your production team or people on the factory floor about safety isn’t just about tracking metrics. It’s about making sure moms and dads go home in one piece. It’s about coworkers looking out for one another. It’s communicating that leadership genuinely cares. That message alone can set you apart as an employer and keep your team focused on production, not emergency calls.

Your organization may hold other values worth highlighting. These might include exceptional customer service, strong after-sales support, field engineering, installation services, or technical and design assistance. Don’t be shy about sharing the things you do well, especially the things your competitors don’t.

Now let’s talk recruiting.

Some say our industry lacks glamour. That may be true, but it certainly does not lack importance.

Industrial distribution, electrical systems, and automation power the world around us. The need for electricity, infrastructure, and reliable systems isn’t going away. In an uncertain world, stability, purpose, and community impact matter. People want to be part of something meaningful, something that makes a difference and offers a long-term future.

Sharing those truths is aspirational marketing.

If you work for an ESOP (Employee Stock Ownership Plan), that’s an even stronger story. Ownership isn’t just a benefit, it’s a vision for shared success. For the right candidate, that’s compelling.

So let’s not dismiss aspirational marketing as “not for B2B.” Instead, use it intentionally. Appeal to the values people care about. Use your marketing to highlight quality, engineering expertise, after-sales support, safety, and even country of origin. And don’t forget its role in recruiting and retention.

Our industry may lack style, but it does not lack substance. Let’s share that with people who care.

Want your marketing to reflect the real value of your organization, not just your product specs? River Heights Consulting helps industrial distributors clarify their message, align it with core values, and attract both customers and talent.


About the Author


Desiree Grace brings a practical, people-first perspective to industrial marketing.
With experience in B2B strategy and distribution-focused messaging, she helps organizations communicate their real value, beyond price sheets and product lists.




TL;DR

Aspirational marketing isn’t just for consumer brands. In B2B, it can reinforce values like safety, quality, stability, and purpose, strengthening customer trust and recruiting efforts.


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