A generational shift is underway in family-owned businesses across the United States. According to research by Camden Wealth, approximately 71% of next-generation leaders in these businesses have either recently assumed control or will do so within the next three years. This change marks a pivotal moment—not just for the businesses themselves, but for the broader industries they influence.
While inheriting the reins of a family business comes with its own unique legacy and expectations, success isn’t guaranteed. The challenges are significant. Today’s business landscape demands more than operational efficiency or a focus on either B2B or B2C markets. It requires clear, targeted, and strategic communication to connect deeply with the six key audiences that matter. For the next-gen leaders rising to the occasion, one concept stands above the rest in ensuring their success—storytelling and targeted messaging through a B2E (Business-to-Everyone) approach.
The Six Audiences That Shape Success
At the core of every family business are six critical target audiences. How well you engage them directly impacts your trajectory as a leader. These groups are:
- Current Employees
- Prospective Employees
- Current Customers
- Prospective Customers
- Current Referral Sources
- Prospective Referral Sources
Effective communication with these six audiences requires more than a quarterly newsletter or a one-size-fits-all branding campaign. It demands tailored narratives and consistent, meaningful touchpoints. How a next-gen leader speaks to an existing team will differ from how they engage potential customers. Similarly, a prospective referral source will need a distinct strategy from what’s used to strengthen relationships with trusted vendors. Each audience has unique needs, motivations, and challenges—they need to be addressed accordingly.
This is where the power of storytelling comes into play.
Storytelling as a Leadership Differentiator
Every family business has a story. It’s written in the company’s history, shaped by the founders’ values, and carried forward into its products, services, and reputation. For the next generation of leaders, leveraging this story authentically is the bridge to building trust, inspiring action, and securing a competitive edge.
Humans are wired to respond to stories. They help people connect emotionally and visualize outcomes. For employees, sharing your vision and company’s legacy through well-crafted storytelling can reinforce loyalty and help attract new talent willing to join a meaningful mission. For customers, stories about craftsmanship, community impact, or innovation forge a connection stronger than any product description. And think about referral sources—when they believe in your company’s narrative, they’re more likely to advocate for you, recommend you, and create continuous cycles of growth.
Enter B2E Marketing – A Strategic Framework
When businesses talk about B2B (Business-to-Business) or B2C (Business-to-Consumer), they often miss the thread that connects it all back to the people behind the interactions. That thread is B2E—Business-to-Everyone marketing. It encompasses your communication with all six of your key audiences—current and prospective employees, current and potential customers, and current and prospective referral sources. At its heart, B2E marketing is about a targeted focus to reach, connect, and engage with these groups.
Unlike shallow, one-off campaigns, B2E focuses on creating a comprehensive narrative. It’s a multi-layered approach that aligns messaging with the needs of each target audience, ensuring every interaction reflects your company’s voice, purpose, and goals. Next-gen leaders who adopt B2E marketing don’t just communicate—they build allegiance, foster loyalty, and inspire action.
How Next-Gen Leaders Can Use B2E Marketing
For family business leaders navigating this critical transition, here’s how to translate the principles of B2E storytelling into actionable strategies:
1. Define Your Brand’s Story
What is your family business’s “why”? Start by crafting a clear origin story and mission statement that captures your legacy, your passion, and the value you bring to each of your six audiences. This is the foundation of your storytelling strategy.
2. Understand What Your Audiences Truly Care About
Think beyond the obvious. Listen to your employees’ concerns about culture and career development. Learn what your customers expect from your products. Identify the pain points of your referral sources. Using this research, tailor stories and messaging that resonate with each group.
3. Use Diverse Communication Channels
Craft omnichannel experiences across social media, email newsletters, face-to-face conversations, and even video content. The key is to meet your audience where they already are while staying consistent with your tone and narrative.
4. Spotlight Authentic Leadership
Lead by example and make storytelling personal. Whether it’s sharing lessons from your own leadership transition or highlighting the founder’s values that still shape the company today, your audience will connect with sincerity.
5. Celebrate Wins with Every Audience Group
Did you hit a major milestone with your team? Share it internally. Did a referral source help you close a big deal? Publicly recognize them. Showing appreciation and building goodwill through storytelling creates lasting loyalty and connections.
6. Measure and Adapt
Evaluate how storytelling drives engagement. Are your employees more invested? Are customers more loyal? Are referral sources sending new business? Regularly assess metrics and adjust your B2E strategy as needed.
Driving Revenue Growth Through Sales Optimization, Meaningful Marketing, and Strategic Storytelling
One of our clients, a multi-generational manufacturing business, struggled to retain customers after a leadership transition. Working with MASSolutions, we developed a revenue growth campaign that brought their family values and innovative approach to the forefront. By connecting, engaging, and influencing each of their six audiences, we helped them rebuild trust with customers, engage their workforce more deeply, and secure new partnerships. Within six months, revenue had increased by 18%—all by communicating better.
Building Your Path to Success
Taking on a family business is no small feat. The expectations are high, and the challenges are many. But with a focused B2E strategy, next-gen leaders can position themselves and their companies for success. Through storytelling and targeted messaging, they will inspire trust, loyalty, and action—qualities every family business needs to thrive.
If you’re ready to craft your business’s narrative and connect with your key audiences, MASSolutions is here to help. Reach out today, and we’ll show you how to turn your values and vision into a powerful tool for growth.
Your next chapter starts with the right story.