Most B2B marketing feels like it is stuck in a spreadsheet! There is more focus on metrics and funnels, while engagement gets sidelined.
However, what if I told you that some of the best strategies for building real and emotional loyalty- the kind that moves markets and turns users into loyal advocates- do not come from enterprise case studies or B2B whitepapers?
They come from fandoms — the same communities that rally around pop stars, streamers, or even obscure anime characters.
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Fandoms on social media are about belonging. They are built on shared values, continuous interaction, and mutual obsession. And when you look at how these communities operate, you start to realize how much B2B can borrow from this playbook.
So let’s explore how your B2B brand can learn from the diehard fans, and why it might help you in building a customer base that cares for your brand.
Think of Your Customers as Fans
Most B2B brands focus heavily on function and claim to solve problems for their target customers, and that is okay! However, fans do not just show up because of utility. They show up because they feel something.
This is where B2B gets it wrong. You think loyalty is built by proving ROI in quarterly business reviews. However, real loyalty is built when people feel heard, included, and emotionally invested. Think about your top customers- what if they were not just satisfied? What if they were proud to be part of what you are building?
Fandoms do not just consumer- they contribute. The best B2B communities make room for this too. For instance, power users who share templates, evangelists who record tutorials, or consultants who build their business around your product! When you give them space, tools, and recognition, you do not just build a customer base; you build a movement.
Make Your Content a Two-Way Street
You already know the importance of content. However, in fandoms, content is also currency.
Fans create remixes, memes, and theories. They do not do this all because they are being paid. They do it because they want to connect, contribute, and be seen. That same dynamic is possible in B2B- if you stop treating content like a monologue and start using it as a conversation starter.
Host sessions with your production team. Share behind-the-scenes footage of your roadmap sessions as well. Let customers co-create webinars or publish guest articles. The gal here should not be to make overly refined content or achieve perfection- it is shared ownership.
This type of content builds massive trust. It is why some businesses now try to focus more on content-driven visibility. Some even used growth services to boost views on their content and amplify their reach on platforms.
If you have meaningful content that converts attention into engagement, you already have a winning formula.
Create Rituals- Not Just Campaigns
Most B2B campaigns are short bursts of activity with a clear start and end date. However, fandoms, if you notice, thrive on rituals- repeated interactions that create familiarity and rhythm.
It could be a weekly community drop-in call, a quarterly user award, a product update series that looks like a mini-show- or any other format that helps you replicate the illusion of rituals.
Rituals create a sense of belonging. When people know what to expect- and more importantly, that they will be recognized when they show up, it keeps them coming back. It transforms customers from passive consumers into active participants.
Give your Superfans the Stage
In fandoms, the most devoted members become mini-celebrities. They get fan art, shoutouts, special access, and other such perks. In B2B, these can be your power users. The early adopters and your internal champions, you need to treat them like royalty.
For this purpose, you can set up ambassador programs. Give them early access to features. Let them beta test, give feedback, or even co-name features. Also highlight their success stories in newsletters and on your homepage- not because it helps your brand look good, but because it shows them they are important to you.
A surprising number of people are willing to advocate for your product. They do not want incentives, but they do this because they genuinely care. However, they need to be seen. Empower them and they will do your best marketing for free.
Show Up and Stay Present
Fandoms do not go silent for months. They are always on and always evolving.
B2B brands often think they can launch a LinkedIn community or Slack group, send a few newsletters, and be done. However, if you want the kind of trust and loyalty that fandoms enjoy, you have to keep showing up- consistently and authentically.
That does not mean you need a content machine. It just means showing that you are listening. Reply to comments, react to feedback, host spontaneous drop-ins, share what you are working on, even when it seems challenging.
Final Thoughts
There is nothing wrong with focusing on pipeline, lead generation, and customer retention. However, these are all byproducts of something deeper: connection. Fandoms understand this instinctively, and B2B is just now starting to catch up.
When your customers feel like they are part of something- not just buyers, but believers- they will stay with you even when competitors offer cheaper deals or more attractive features. They will recommend that you defend yourself and grow with them. And this is not just good marketing; it is good business too!
