As companies navigate increasingly complex go-to-market landscapes, the lines between B2B and D2C marketing talent are blurring. While direct-to-consumer (D2C) marketers have historically operated in faster, more transactional environments, many bring strengths – analytical rigor, storytelling instincts, and customer empathy – that are increasingly relevant to modern B2B organizations. For CEOs and investors building high-performing marketing teams, the opportunity isn’t about making a one-size-fits-all hire – it’s about knowing where D2C experience fits best and how to support that talent in adapting to new commercial models.

Bringing in a seasoned D2C marketer can serve as a powerful catalyst for innovation, particularly in B2B businesses where the customer journey resembles a consumer-like experience. D2C marketers tend to excel at rapid experimentation, audience segmentation, and emotionally resonant messaging. These skills are especially valuable in B2B settings targeting small and mid-sized businesses (SMBs), or where product-led, self-serve, or trial-based GTM motions are central. In a market where differentiation is hard-won and expectations are shifting, a D2C marketer’s instincts can bring new energy to brand positioning, funnel conversion, and growth strategy.

Example: We recently spoke with a former D2C marketer now leading growth at a SaaS company focused on small and mid-sized businesses. He described being energized by the significantly higher customer lifetime value (LTV) of his current product compared to his previous role. Unlike the low-margin, low-repeat-purchase D2C environment – where average selling prices hovered around $200 – he’s now marketing a product with LTVs exceeding $2,000, supported by strong retention dynamics, modest monthly fees, and high switching costs. This expanded LTV has enabled him to invest in more sophisticated, targeted campaigns for niche SMB segments – leveraging his D2C-honed skills in storytelling and customer insight to craft resonant messaging and sharply defined acquisition strategies. This may be particularly effective in self-serve trial GTM motions.

Where D2C Marketers Fit Best in B2B

The value of D2C experience in B2B isn’t universal – it depends on the target segment, product type, and go-to-market motion.

Strong Fit: SMB & Self-Serve SaaS

• Buyers behave like consumers – single decision-makers, fast cycles, low ACVs.
  
• Emphasis is on digital channels, brand, and trial conversion.
  
• D2C marketers shine in driving growth, optimizing funnels, and crafting compelling product narratives.
  

Emerging Fit: Mid-Market / Commercial ($10K–$50K ACV)

• Many mid-market GTM motions have evolved to look more like scaled SMB: inbound-led, PLG-driven, and sales-assisted only after engagement.
  
• D2C instincts are valuable in building scalable demand gen, onboarding journeys, and brand-led awareness plays.

For instance, ClickUp’s Chief Growth Officer – who came from consumer – helped scale the company from low-price, bottom-up SaaS to mid-market and enterprise by applying B2C mechanics and layering in sales later. This "maxi SMB" evolution reflects where much of modern B2B growth is happening.

Limited Fit: Enterprise & Deep Technical Products

• In traditional enterprise sales (6–12 month cycles, multi-stakeholder deals, $100K+ ACVs), success is driven by deep product marketing, sales enablement, executive alignment, and ABM.
  
• D2C marketers can still contribute – especially in top-of-funnel brand and awareness—but are unlikely to own core GTM motions without significant B2B experience.
  

Traits to Prioritize in D2C-to-B2B Transitions

When evaluating D2C marketers for B2B roles, particularly in SMB or mid-market contexts, focus less on their resume labels and more on their adaptability and core competencies:

Summary: The Right Move in the Right Model

As B2B marketing becomes more digital, self-directed, and product-led, the muscle D2C marketers bring – creativity, testing, performance mindset, brand intuition – is increasingly relevant. This is especially true in SMB and mid-market motions, where buying patterns have evolved to look more like consumer behavior and growth comes from precision storytelling, scalable systems, and funnel velocity.

Hiring a former D2C marketer isn’t about replacing B2B fundamentals – it’s about augmenting them with fresh perspective. With the right support, these marketers adapt quickly, challenge outdated playbooks, and drive new paths to growth. But context matters. In deeply technical, high-ACV enterprise environments, traditional product marketing still leads. The key is understanding where D2C skills add leverage – and designing roles and support structures that let them shine.

For CEOs and investors, the takeaway is simple: Don’t default to domain experience – prioritize adaptability, creativity, and rigor. The companies that recognize and cultivate this crossover talent will be better positioned to meet the demands of modern buyers and redefine what effective B2B marketing looks like in the years ahead.

About RevelOne

RevelOne is a specialized go-to-market search & advisory partner that drives Growth through People. Growth strategy and talent strategy are completely intertwined, yet often handled by different people. We staff projects with expertise across both to support our clients in sharpening their growth plans and ensuring they have the right full-time and part-time talent to achieve their specific goals.  

Over the past 10 years, we’ve successfully placed 1,700 people at over 750 clients, including both tech companies and traditional companies looking for modern GTM leaders. Over 50 of these clients are now unicorns.

Our GTM retained search practice focuses on Marketing, Sales, Client Success, and Partnerships/BD permanent hires for all levels, from executives to directors, managers, and team buildouts. We can also source temporary hires – pre-vetted GTM experts – for strategy and execution on interim, part-time, or project-based engagements.

Contact: Have a GTM question, a new hire, or a problem you’d like to solve? Reach out to RevelOne today to discuss: jlevisay@revel-one.com