# Many-to-Many B2B Large brands borrow small business practices to forge stronger client relations. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Oct 20, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/manytomany-b2b ## Key Figures - Trend score: 3.0/10 - Evidence articles: 5 ## What is the Many-to-Many B2B trend? **Many-to-Many B2B:** B2C brands have recently begun using their product and marketing as a way to convey authenticity.Those in the B2B space are borrowing these practices to strengthen company-client trust. The integration of things like co-working spaces in Fortune 500 offices signifies that a sense of community is not only integral to a brand's marketing strategy, but their inner workings within corporate culture, and external business relationships. ## At a Glance - Evidence: 5 featured examples - Articles from: Mar 3, 2016 to Mar 1, 2018 - Published: Oct 20, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Instant Entrepreneurship](https://www.trendhunter.com/megatrend/instant-entrepreneurship), [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen X - Top markets: North America ## Themes within the Many-to-Many B2B trend ### Integration of Co-working Spaces in Corporate Culture B2B brands are integrating co-working spaces in their offices to strengthen company-client trust, creating a sense of community within corporate culture and building stronger external business relationships. ### Crowd-sourced Review Platforms for B2B Products and Services Crowd-sourced review platforms that provide user rankings and reviews of B2B products and services, like CrowdReviews, enhance transparency and help businesses make informed purchasing decisions. ### Chatbots for Improved Customer Engagement and Retention Chatbot solutions, like Jugnoo's Fugu and convos' Chatbot, that support B2B companies in real-time query handling, enable customer behavior analysis and personalized responses, expanding businesses' ability to grow. ## What the Many-to-Many B2B trend means for industry ### For Real Estate CRM and Valuation The 'convos' chatbot offers home valuations, followed by scheduled appointments with real estate agents, effectively strengthening client relations. ### For Business Space Rental and Booking Business space rental and booking platforms, like Renly, that capitalize on underutilized spaces create new revenue streams for commercial properties and provide valuable spaces for new businesses. ### For Co-working and Innovation Spaces for Start-ups Co-working and innovation spaces, like Unilever Foundry's 'Level3' and Padang & Co, that provide resources, intellectual support, and networking opportunities for start-ups are outstanding outlets for innovative collaboration and investment opportunities. ## Workshop question What is the most positive aspect of how your brand is perceived? How can you better reflect that quality internally? ## Trend signals for Many-to-Many B2B Trend score 3.0 out of 10, from popularity 46%, activity 37%, freshness 8%. - Popularity: 46% - Activity: 37% - Freshness: 8% ## Examples of the Many-to-Many B2B trend 5 featured examples from Mar 3, 2016 to Mar 1, 2018. - [B2B Co-Working Spaces](https://www.trendhunter.com/trends/new-co-working-space): Unilever Foundry's 'Level3' is a New Co-Working Space in Singapore (Category: Business) Implication: The Consumer Goods industry can explore the potential of co-working spaces to foster innovation and collaboration with start-ups. - [Business Space Rental Platforms](https://www.trendhunter.com/trends/temporary-location-bookings): 'Renly' Offers Commercial, Temporary Location Bookings (Category: Business) Implication: Disruptive innovation opportunity: Implement technology solutions in the real estate industry to connect property owners with businesses in need of temporary spaces. - [B2B Service Reviews](https://www.trendhunter.com/trends/reviews-of-businesses): CrowdReviews is a Platform for Reviews of Businesses and Their Products (Category: Business) Implication: Platforms like CrowdReviews in the business services industry provide a valuable resource for companies to find trusted service providers. - [Real Estate CRM Chatbots](https://www.trendhunter.com/trends/convos-chatbot): The 'convos' Chatbot Offers Home Valuations to Potential Clients (Category: Tech) Implication: The real estate industry can utilize chatbots to streamline the process of providing property valuations and communicating with potential clients, ultimately leading to increased… - [Customer Request Chat Software](https://www.trendhunter.com/trends/jugnoo): Jugnoo's New Fugu Venture Supports All Types of Businesses (Category: Business) Implication: Fugu's proactive chat software can greatly benefit B2B companies by facilitating prompt and customer-specific answers to inquiries, leading to improved customer satisfaction and b… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)