These are some of the thought leaders and golden examples of B2B (Business-to-Business) companies that have reshaped how businesses connect, communicate, and grow online.
WeWork
Founded in 2010, WeWork set out with a mission to build shared office spaces and communities. If you visit their website or browse their photos, you’ll notice something—they didn’t just create office spaces; they created an experience for entrepreneurs and businesses.
Their tagline says it all: “Make a life, not just a living.”
That’s a strong emotional connection with their customers.
WeWork focuses on the future of small businesses and individual professionals—they evolve with their market so that customers always feel supported and productive. It’s a cost-effective way to do business, changing how we think about office life.
If you’re a small business owner, WeWork speaks to your need for flexibility, affordability, and style—it’s a brand that inspires you to work the way you want.
Slack
Slack is where work flows. It brings together your people, information, and tools in one place so everyone can collaborate better.
It’s a communication platform that allows businesses to organize conversations by projects, topics, or teams—making messaging and teamwork effortless.
For companies managing remote teams or multiple departments, Slack simplifies communication, file sharing, and project updates. It’s especially helpful when hundreds of contributors or stakeholders need to stay in sync.
That’s why Slack is one of the best B2B examples—it scales communication, keeps everyone informed, and helps businesses move faster.
If your team needs an effective communication channel to stay productive, Slack is your go-to.
Mailchimp
Mailchimp is the world’s largest marketing automation platform, often described as a “second brain” for businesses. It helps millions of customers—from small e-commerce stores to large enterprises—find their audience, engage with customers, and build their brand.
Mailchimp helps you send better email campaigns without needing an expensive design team.
Whether you’re selling products, sharing news, or telling stories, Mailchimp’s campaign builder makes it easy to craft professional and eye-catching emails.
It empowers small businesses to be creative and visible, giving them the tools to promote themselves on a bigger stage. If your goal is to expand your email marketing efforts, Mailchimp helps you get your message out—in a smart, stylish way.
Buffer
Ever wonder how busy people manage to do it all? The secret is using tools that save time—and that’s exactly what Buffer does.
Buffer is a social media management tool that allows users to schedule posts across multiple platforms like Twitter, Facebook, Instagram, and LinkedIn.
It saves time, reduces stress, and keeps your business active on social media—without the daily hassle.
As a business, time is money. Buffer eliminates the need to log in to multiple accounts or remember to post manually.
If your brand has a lot to say but limited time or manpower, Buffer helps you stay consistent and efficient with your online presence.
Salesforce
Salesforce is a cloud-based powerhouse for sales, marketing, and service management.
It’s designed to help businesses organize everything in one place—from client data to communication logs—without requiring IT experts.
More than 150,000 companies use Salesforce to connect with customers in new and powerful ways.
Though it takes a little time to learn, it’s a centralized hub that can store client information, track performance, and manage leads all under one system.
If your business is looking for a way to stay organized and streamline operations, Salesforce is the platform to consider.
LinkedIn isn’t just a professional networking site—it’s a thought leadership platform and content hub for the business world.
From “how-to” guides and industry news to job listings and professional updates, LinkedIn provides valuable business insights daily.
Its wide variety of content helps professionals stay informed, network effectively, and position themselves as experts in their fields.
For businesses, LinkedIn is a trusted space for B2B connections, marketing, and engagement.
If you want to stay informed or grow your professional visibility, LinkedIn gives you that digital edge.
Vidyard
Vidyard is a video software company that truly understands how to engage audiences.
Their platform helps businesses create interactive, personalized video content that doesn’t just entertain—it converts.
Every video is designed with a call-to-action, often leading to form submissions and lead generation.
For businesses, this means collecting customer information in a non-intrusive way.
Since video content is one of the most powerful marketing tools today, Vidyard helps companies turn creativity into results, especially for those who struggle with video strategy or production.
Pew Research Center
Pew Research Center describes itself as a “nonpartisan fact tank.” It’s one of the most respected research organizations in the United States.
While most research reports can feel dry, Pew makes data accessible and insightful by collecting real-world information through surveys and studies.
You might wonder why Pew fits into B2B—but the truth is, data drives decisions.
For businesses, Pew’s research provides valuable insights into consumer behavior, market trends, and social changes, helping companies make smarter marketing and business strategies.
Understanding your audience starts with understanding the world—and Pew helps you do just that.
Content and Your B2B Marketing Strategy
In the B2B world, content marketing is everything. Before making a purchase or partnership, people like to do their homework.
By the time they reach your sales team, they’ve already researched your company.
Your job is to make sure that what they find—your content—educates, builds trust, and answers their questions.
Good content not only informs but also generates leads and drives sales. The goal is to consistently produce valuable, authentic, and targeted content that proves you’re the expert in your field.
Content Tips for Your B2B Marketing Strategy
1. Work with thought leaders in your industry
If you as a company are associated with great thought leaders, customers will be more likely to trust you. Collaborate with these influencers by producing valuable content. You will be able to market to your audience as well as the audience of the influencer you are working with.
2. Segment your content for your different audiences.
If you have several target audiences, separate your content to make it easier for them to navigate. This can help cut through the clutter and make your brand look organized and professional.
3. Conduct Webinars
As a business marketing to other businesses, you want to show that you are the expert in your field. You also want to put a friendly face on your brand. Take time to fully explain your product or service and give your customers the opportunity to have a Q&A with an expert. Webinars can build trust with potential customers and increase brand visibility. If you decide to use webinars in your strategy make sure you advertise them! This can be done through Google ads or email marketing.
4. Utilize Social Media
You should be posting regularly on social media. Don’t just post anything though. Find useful content for your followers that add value and portrays your company as a reliable source for information
Final Thoughts
The B2B service industry online is thriving because of companies that understand one thing: Businesses are made up of people—and people connect through value, trust, and great experiences.
Whether it’s communication (Slack), marketing (Mailchimp), organization (Salesforce), or community (WeWork)—each of these examples shows how B2B brands can transform everyday business challenges into meaningful, human solutions.
