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Marketing to Women in B2B: How to Appeal to a Female Demographic in 2024

ON-DEMAND SESSION

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The recording of this session is available under the Mavuus Academy

Women hold about 50% of all managerial and professional positions in the United States and account for 41% of employees with authority to make purchasing decisions.

The consumer world decided years ago that female buyers need to be marketed and sold to differently from men. Based on research, companies like Lowe’s redesigned their stores in the early 2000s to be more visually appealing to women, because they make 80 percent of all home improvement purchasing decisions. But what about B2B? Does B2B marketing need to be gender-intelligent?

B2B marketing teams spend a lot of time and resources obsessing over their perfect ICP and segmentation strategies. These typically include roles, seniority levels, industries, geography and even behavioral data, but they (almost) never include gender segmentation.

Do men and women all of a sudden think and behave the same when it comes to B2B purchasing decisions?

Some very basic research shows that women recipients are 15% more likely to reply to B2B emails than men, for instance, demonstrating that there are differences in our behavior compared to our male counterparts.

Considering the fact that it’s 2024 and women have been fighting for gender-equality in a business world for years, should gender-segregation even take place in a B2B marketing strategy?

As always, we turn to our community of senior marketing professionals for answers.

Join us on Thursday, March 7 at 1pm ET for a deep dive on B2B marketing strategies specifically for a female demographic. We are getting together with seniot marketing leaders, Sherry Grote, Jess Forrester and Kristina Cleary, to discuss potential pros and cons when segmenting your B2B customer data based on gender demographics. Is it intelligent targeting or cultural insensitivity?

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During these 60-minutes you will:

Discover a few fun facts about conducting business with female demographic
Learn the DO’s and DON’Ts when marketing to women in B2B
Understand the different scenarios when gender segregation is or is not appropriate in B2B
Hear the perspectives from our marketing experts on gender-segmentation in B2B
Have an opportunity to share your take on gender targeting in B2B marketing

Meet The Speakers

Sherry Grote

Head of Marketing at MacStadium

Sherry's passion is to strategically create revenue and growth opportunities through integrated marketing strategies for B2B SaaS companies. As a highly accomplished international marketing executive, her data-driven, demand generation digital marketing programs deliver quality leads and revenue.

Jess Forrester

CMO at Resilia

A “full-stack” marketer with experience in the martech and edtech sectors, boasts a track record of spearheading high-growth initiatives in her CMO roles. Jess specializes in go-to-market alignment and nurturing innovative marketing approaches while championing inclusive company cultures.

Kristina Cleary

Ex-CMO at Ceridian, Founder & Chief Leadership Coach at ACCELLE

After 25+ years in the technology industry, including two successful exits, Kristina decided to leave her EVP and CMO position within a global technology organization to help women ACCELLErate their performance through one-on-one executive coaching and consulting.

Her years of leadership experience and certified coaching combine to form a unique toolkit including templates and strategies to help her clients reach their goals – faster!

Dilya Abushayeva

Marketer. Storyteller. Founder of Mavuus.

I’m a lover of all things marketing – but if I had to choose a favorite, it would probably be storytelling. I love a good opportunity to thoroughly get familiar with a subject matter (a product, a person, or a brand) and then be able to paint an interesting story that truly engages and captivates the audience.

Elmira Abushayeva

Marketing Strategist. Founder of Mavuus.

Being a highly-driven marketing leader is deeply ingrained into who I am. I find epiphany in building strategies that convert into actions that bring real results. Innovation is at the center of my methods, and I’m always on the hunt for new ways to establish the brand and build meaningful relationships with customers.