Best Marketing Lesson from Monday.com
When B2B marketers talk growth, the conversation almost always defaults to performance: CTRs, CPAs, pipeline velocity, ROI dashboards. Important, yes — but they don’t tell the whole story of how brands actually win.
The truth? Buying decisions start long before a click. That’s where brand steps in — shaping familiarity, trust, and belief. monday.com offers one of the clearest examples of why brand matters just as much in B2B as it does in consumer categories.
Who monday.com really serves
At its core, monday.com is a Work OS: a flexible platform that helps teams design their own workflows across projects, sales, product, and service. With 245,000 customers worldwide (late 2024), most starting small:
- 245,000 customers worldwide (late 2024), most starting small.
- Enterprise growth accelerating fast in 2025:
- 10+ user accounts at 61,803
- $50k+ ARR accounts up 36% YoY
- $100k+ ARR accounts up 46% YoY
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So while SMBs and mid-market make up the volume, enterprise is the fastest-growing — and strategically the future. That dual audience explains why monday.com leaned so heavily into brand.
The boldness of a B2C-style campaign
In early 2025, monday.com launched a global brand campaign featuring singing purple llamas and the line: “The first work platform you’ll love to use.” It ran everywhere — connected TV, subways, airports, social.
On the surface? It looked like a consumer campaign. In reality? It was a smart B2B play:
- Decision-makers are human first. CTOs and COOs ride the Tube, scroll TikTok, and stream Netflix too. Brand familiarity influences software choices just as it does groceries.
- Brand fuels performance. That London commuter who sees the llama five times is far more likely to click a retargeted demo ad later.
- Creativity cuts through. In a crowded category (Asana, Jira, ClickUp, Smartsheet, Airtable), purple llamas made monday.com memorable.
How it supports the strategy
This wasn’t quirk for quirk’s sake. The campaign aligned with monday.com’s pivot up-market.
- For SMBs: it feeds their product-led growth model. See the ad → try the free plan → expand.
- For enterprises: it signals stability and leadership. In a six-figure SaaS deal, perception matters — you shortlist the brand you already know.
The numbers back it up:
- Enterprise growth accelerating fast in 2025:
- $50k+ ARR accounts up 36% YoY
- $100k+ ARR accounts up 46% YoY
The campaign gave oxygen to both sides of their funnel — SMB volume today and enterprise trust for tomorrow.
The lesson for B2B marketers
- Brand works in B2B. Buyers may represent enterprises, but they’re influenced by the same human triggers as consumers.
- Bold moves pay off. Distinctive, even quirky creative makes brands memorable.
- Brand supports strategy. Campaigns can work double duty: today’s trials + tomorrow’s enterprise deals.
- Brand + performance = growth. Performance captures demand; brand creates it. The compound effect is where the magic happens.
👉 At Zilu Consultancy, we see monday.com’s approach as a powerful reminder: in B2B, brand is not an afterthought. The companies that win are those willing to invest in both the measurable clicks and the immeasurable trust — because in the end, both drive the pipeline.