A few weeks ago, I was talking to a founder who’d built an incredible consumer brand.
Her customers loved what she stood for. Sales were growing, her community was engaged - everything was moving in the right direction.

But she realised that the next big leap in revenue would only come from B2B (business to business).

In her case, she was looking to partner with corporate clients.
But it could just as well be retail partners, hospitality, or any other business that opens up a scale you simply can’t reach on your own.

So, she put together a pitch deck that showcased what her brand was about.
She started sending it to potential clients.

And then… nothing.
Nada. Zilch.

A bit like this 👇

No replies. No feedback. Just silence.

She was so frustrated: “Why is no one replying? Why aren’t they getting it?”

And she’s not the only one.

Over the past few weeks, I’ve spoken to several founders with the same story.
They’ve built great consumer brands that customers love. But when they try to take their offer to B2B - retail partnerships, corporate collaborations, hospitality deals - their pitch simply doesn’t land.

⚡ The Harsh Truth: What Works in B2C Rarely Works in B2B

It’s not that their brand isn’t strong enough - it’s that what works in B2C can’t be directly reapplied to B2B.

In B2C, your audience buys into who you are - your values, your mission, your story.
In B2B, your audience buys into what’s in it for them - how your brand helps them solve a business challenge, reach a goal, or tell a better story to their own customers.

That shift is everything.
Because without it, your pitch sounds like:

“Here’s who we are. We’re super cool. Please buy from us.”

When it should sound like:

“Here’s what’s changing in your world - and this is how we can help you win.”

💡 From “This Is Who We Are” to “Here’s What This Means for You”

Let me give you a real example.

I worked with a pioneer circular fashion brand that wanted to create a new B2B offer for luxury hotels.

The original pitch went something like this:

“We’re a sustainable circular fashion brand. We create high-quality upcycled pieces. How about offering our products as gifts to your guests?”

The values were there. The story was there.
But it didn’t land - because it focused entirely on them.

We started working on a pitch deck that flipped the story. Instead of their brand being the hero, we made the hotels the hero:

“94% of your sustainability efforts don’t get noticed by your guests.
Here’s a unique story you can tell - one that makes your sustainability visible, tangible, and emotionally engaging.
Our circular gifts let guests see and feel your commitment to sustainable luxury.”

See the difference?
It’s no longer “please buy from us.”
It’s “here’s how we help you bring your sustainability story to life.”

That’s how you shift the narrative and start getting potential clients genuinely interested.

🧭 The Secret to a Great B2B Pitch

Here’s how you can build a strong B2B pitch, following a clear, strategic story flow.

1️⃣ Situation – What are the key trends happening in the market or industry?
Start by showing you understand the world your client operates in. This sets context and instantly builds credibility - especially useful when talking to corporate buyers who expect you to know their industry realities.

👉 Tip: Keep this to 1–2 slides max, focused on trends that make your offer relevant right now.

2️⃣ Problem – What challenge(s) does your potential client face?
Here you demonstrate empathy and insight: you get their pain. Don’t make this about your brand yet; make it about them.

👉 Tip: Use their language - “You’re likely facing…” or “Many brands in your category are struggling with…”

3️⃣ Solution – How does your brand help them make that change?
Now bring your brand into the story as the answer to the challenge you just framed. Make it clear, visual, and outcome-focused.

👉 Tip: If your solution links to their sustainability, innovation, or growth goals, highlight that alignment explicitly.

4️⃣ Story – Your brand story, values, and mission that make you stand out.
This is where your brand can truly shine - but after you’ve earned their attention with relevance. You’re saying, “This is who we are and why we’re the right partner for you.”

👉 Tip: Show what makes you boldly different from any other solution out there.

5️⃣ Proof – Evidence that your solution works (case studies, data, testimonials, awards).
Now, you back everything up with credibility - data, testimonials, case studies, media recognition, or awards.

👉 Tip: For early-stage brands, don’t panic! Even a few strong proof points (like community traction, press coverage, or pilot success) can go a long way.

6️⃣ Next Step – A clear, confident call to action.
Close confidently: what’s the next conversation, pilot, or partnership?

👉 Tip: Always end with your contact details and a visual that reinforces what your brand stands for.

When you make this shift, your pitch stops being a brand introduction and becomes a business growth story that decision-makers can believe in.
It’s a story that speaks your client’s language and invites them to be part of the impact you’re creating.

And that’s how you nail it. 🙌

🌍 Ready to Grow B2B?

When you shift your pitch from “this is who we are” to “this is how we help you win,” everything changes.

It’s no longer a brand presentation, it becomes a conversation.
A story that invites your partner to step into the future with you.

That’s how purpose-led brands grow through B2B - not by shouting louder about themselves, but by helping others see the impact they can create together.

Find Out More

💬 If you’d like to bring that same clarity to your B2B story, I offer a tailored B2B pitch package - including a briefing, a co-creation session, and detailed feedback to help you land your next partnership.

✉️  Simply email [email protected] if you’d like to explore how we can craft your story together.