I'm a big believer that B2C (business to consumer) strategies translate very well to B2B (business to business). Marketing, in its most general sense, is a way of turning your business into a brand and getting customers to want to engage. Not just need to engage because they need your product or service, but want to engage because they want your particular brand of it, beyond any other available.
There's no reason why that same line of thinking can't be applied to the B2B world. You should get to know your customer, create a brand proposition that will entice them, and get them to want to engage with you. Simple, right?
Here's some proof that my theory is right, from a B2B brand that's doing content marketing just like the big consumer brands. It's a fun video that shows their unique brand, and hopefully gets their customers to want to engage. Give it a look:
What do you think? What's your experience? JIM.