Some people think that starting a company is almost like having a baby. And, of course, you will see this creature growing, making mistakes, excelling in some areas and stomping into other impossible situations. In a certain way, that is how Jenny Sagström feels after reaching the two-decade mark running Sköna, the B2B creative agency based between San Francisco and Stockholm which she founded in 2004.
In the brave new world where AI permeates almost every part of our workflow and new SaaS tools pop up daily to streamline the way we work and communicate, it would be easy to think that running an agency would be totally different now than 20 years ago. However, Sagstrom argues that at its core, most elements of the job of B2B brand building remain the same.
Some lessons stand out, looking back. Fun fact: Jenny’s daughter was born around the same time as Sköna, so the milestones of the company overlap her daughter’s achievements in life. Looking back over the past 20 years, what has changed in the sector?
For example, Jenny shares that we didn’t have marketing automation, that marketing technology wasn’t even a concept. “When we started, there was no lead generation or demand generation, and nobody was really talking about ROI in marketing to the extent they do now. B2B marketing used to be very dry and boring,” she comments. “Then, marketing technology arrived and revolutionized the field. Around 2010-2015, we became highly focused on lead generation, funnels, and marketing automation, which drove significant change. However, we may have leaned too far into that, partly due to favorable economic conditions like cheap interest rates.”
As the economy shifted, the focus has returned to brand building. In a way, this is a back-to-basics moment for an agency like Sköna. Maybe one of the lessons learned, especially in times like these, is that the creative aspect, i.e. what we’re actually saying, has become a primary concern for businesses.
“Today, buying market share isn’t as cheap as it used to be. So, when we spend money on advertising and marketing, we need to ensure it works. Companies need to ensure their messaging is effective and impactful,” adds Jenny.
A turning point moment
Having strong branding is definitely crucial. If you grew up in the 90s and knew somebody working in IT you probably remember the extra dry logos and branding from hardware and software companies. With the turn of the century, also came an exciting brand image from tech companies. Was it that businesses truly recognised the potential of having effective branding in place?
For Jenny, branding has evolved in both directions. Her earliest business memory is the launch of Windows 98 by Microsoft, the Rolling Stones song they used, and attending the launch with her dad, who worked in IT.
“That launch was a hybrid experience, targeting both businesses and consumers. After that, we went through a ‘dark age’ in marketing, where the focus shifted entirely to leads, nurturing, and other technical aspects. But now, we see a return to brand values. Many businesses are once again focusing on exciting launches and trying to bring back that sense of engagement. That’s what I mean when I say it’s come full circle,” says Sagström.
For Skona, there have been a few key turning points. When they first started, their clients were regional brands like Blue & Gold Fleet, which operated the ferries to Alcatraz Island, along with hotels and restaurant chains. Then, in 2005, they began working with VMware, which then became a huge brand with around 40,000 employees before being acquired. They worked with them for over 10 years, and that partnership was their entry into the B2B and tech world. VMware represents the first major step in Sköna’s growth.
The second turning point came around 2015, and it coincided with a personal milestone. Jenny’s youngest daughter started school, and she reflected on life and business, realizing that she needed a new challenge.
She joined Vistage, a global networking group, to learn more, and get the business to grow. For eight years, until she moved to Europe in 2022, Jenny was introduced to new ideas, like how to run the business better, bring in process and structure, and scale effectively. That second phase was when Sköna really began to scale. They went from a team of around 11 people to 35, which was a big step. But, through Sköna’s journey, there were also changes going on in the background, when it comes to branding and visuals.
“What I’ve observed is a trend toward the humanization of B2B marketing. More and more people are realizing that while we may be selling business-to-business, there’s a human on the other end of that interaction. That person has likes, dislikes, and fears, and we need to speak directly to those. For us, we tend to think of it more as human-to-human advertising rather than strictly B2B marketing,” says Jenny. “I think this shift has been happening for a while, and in many ways, European companies have led the way. Take Klarna, for example—a Swedish company that, about six or seven years ago, came out with a fresh approach. They didn’t look or act like any other B2B company at the time, and they opened the door for others to follow. Silicon Valley’s B2B scene, while still a bit more conservative, has definitely become less traditional than it was when it was dominated by companies like Oracle and IBM, with their rigid branding. Today, there’s more freedom to stand out.”
How B2B and B2C started talking to each other
For years the marketing approach to B2B vs. B2C was like talking about two different beasts. What has happened in the last 20 years? Not so surprisingly, the gap has shrunk. Traditionally, B2B marketing was primarily focused on product features and benefits. In contrast, consumer advertising was much more relatable and engaging.
“Today, we’ve humanized B2B marketing to a large extent, recognizing that there is a person making the decision. It’s become more solutions-based. As buyers delve deeper into their purchasing considerations, they want to understand how to maximize their investment and compare options,” says Jenny.
According to Sagström, another factor that has influenced this change is the rise of e-commerce. “Before Amazon, the e-commerce experience in our personal lives was vastly different from what we encountered in our professional purchases, which were often cumbersome. People began to question why they could enjoy a seamless experience with Amazon at home but had to deal with outdated processes like faxing for work purchases. This has spurred a digital transformation in business, leading to a more streamlined and user-friendly approach,” she adds.
If the inertia continues, the gap between B2B and B2C will narrow more and more. That is also to say that in a way, B2B and B2C have been influencing each other. B2B marketing has taken cues from B2C, and vice versa. Historically, B2B focused more on objective benefits and business decisions, while B2C branding tended to be more subjective and visually appealing. However, B2C has now adopted some of the more analytical aspects of B2B.
Today, when consumers are making decisions—whether it’s for a new laptop or another product—they often approach it with the same mindset as a business, considering the benefits and value in a more structured way. This blending of approaches reflects how both sides have evolved and learned from each other.
“I wonder if another interesting factor is that, 10 to 15 years ago, we didn’t have personal devices at work—just our computers. There was a distinct separation between work life and personal life. Today, however, especially for those in white-collar jobs, work and personal lives are much more intertwined than ever before,” adds Jenny. “As a result, it’s not unusual to use platforms like Instagram to promote a B2B brand. This integration may be one of the reasons why the gap between B2B and B2C marketing is shrinking.”
What the future holds
Besides world domination, Skona is planning to grow and seriously looking for geographic expansion. The next decade will be challenging, as it has always been, but the agency is looking optimistically to turning three decades in the business.
How will they do it? They are gaining more and more recognition in the U.S. and starting to make a name for themselves in Europe, with plans to establish an office in Singapore. “However, we want to proceed at our own pace, focusing on slow growth and ensuring we have the right people with the right values, as that’s our top priority,” adds Jenny.
As for industry trends, AI is obviously the elephant in the room. Jenny comments that in Skona they are much less scared and also less interested in it today than they were two years ago. Looking at branding specifically, she believes it will only grow in importance in the B2B sector.
“Starting a company today is cheaper and easier than ever—you can register a domain and launch a SaaS service in no time. This means there are more companies, services, and products than ever before, making it crucial to stand out and be noticed. The most effective tool for achieving this is strong branding, and its significance will continue to rise over the next decade,” she concludes.