What Star Wars Can Teach You About B2B Marketing

For those who love Star Wars, May 4th is one of the most exciting days of the year (besides Life Day, of course). Say “May the 4th” out loud and you’ll understand why — it sounds just like the first words of the saga’s iconic line “May the Force be with you.”

The year ahead is full of exciting new developments in the Star Wars universe, from Star Wars Celebration last month, to the opening of Star Wars: Galaxy’s Edge at Disneyland and Walt Disney World this summer, to the release of Episode IX: The Rise of Skywalker this winter.

When we realized May 4th was just around the corner, we started thinking about what B2B marketers can learn from Star Wars. Here are some of the greatest lessons Star Wars has taught us about B2B marketing!


When we first meet the heroes of the three Star Wars trilogies, none have discovered their true destinies. It takes a chance meeting with a Force-sensitive individual for their stories to really begin.

In The Phantom Menace, Qui-Gon Jinn discovered that Anakin Skywalker, a junk dealer’s slave, had more midi-chlorians in his blood than any Jedi on record, and became convinced he was the Chosen One.

In A New Hope, Obi-Wan Kenobi judged that Luke Skywalker, a simple Tatooine farm boy, was ready to be trained as a Jedi and confront the Empire — and his father, Darth Vader.

In The Force Awakens, Maz Katana sensed that the Skywalker lightsaber was calling out to Rey, a nobody scavenger who was abandoned as a young child on Jakku.

In B2B marketing, we have our own versions of the Force: intelligent lead generation and digital advertising solutions. You never know where a qualified lead may come from, but you can “use the Force” to find them through AI-powered audience segmentation, lookalike audiences, and smart lead nurturing. You can even make your search for new padawans more efficient (and save galactic credits) by suppressing ads to existing members of your Jedi Order of customers.


So much of Star Wars is about family, teamwork, and carrying on the legacies of others.

In The Phantom Menace, Obi-Wan took Anakin Skywalker as his Jedi padawan after his master Qui-Gon Jinn perished at the hands of Darth Maul.

In Rogue One, Jyn Erso retrieved the plans for the Death Star her father was forced to design by the Empire.

In The Last Jedi, Rose Tico went on a secret mission with Finn to disable a First Order tracking device after her sister sacrificed herself to destroy a First Order ship.

At a certain point, we B2B marketers need to trust that sales teams can pick up our most important projects and continue them with less input from marketing. Just as in Star Wars, you’re never really gone from your relationships with leads — but seamless sales and marketing alignment through Engage campaigns, real time alerts, and activity tracking can ensure that your legacy will continue.


Artificial-intelligence droid companions have helped Star Wars characters out of countless jams and tough spots.

In Rogue One, K-2SO held off a barrage of stormtroopers so Jyn Erso and Cassian Andor could steal the Death Star plans.

In A New Hope, C3PO and R2-D2 escaped the Tantive IV with a message for Obi-Wan Kenobi that set into motion the events that brought about the destruction of the first Death Star.

In The Force Awakens, BB-8 hid a map of Luke Skywalker’s location from the First Order for quite some time before it could be safely delivered to General Leia Skywalker and the Resistance.

B2B marketers have their own helpful ‘droids’ — artificial intelligence software like Einstein. Instead of existing in a robot-like body as in Star Wars, real-world artificial intelligence lives inside your marketing automation platform. Just like in the droids in Star Wars, though, artificial intelligence can help you successfully navigate difficult marketing moments, by powering account-based marketing initiatives and delivering strategic insights based on aggregated customer data.

We hope these stories from a long time ago in a galaxy far, far away inspire your B2B marketing in this galaxy, today and every day. May the 4th be with you!