Becoming the Third Place: A New Approach to B2B Client Relationships

Becoming the Third Place: A New Approach to B2B Client Relationships

You’re a B2B service provider, right? You’re offering specialized expertise, maybe software, marketing, or consulting. 

So, when I tell you to think about becoming a “third place” for your clients, you’re probably wondering what that even means.

Let’s dig in. In B2C, the “third place” concept has been around forever: it’s the coffee shop where people feel at home or the bookstore where folks go to escape. It’s any space that isn’t home or work but makes people feel connected and comfortable.

But what does that look like in the world of B2B? 

How do we, as service providers, create that same welcoming, come-back-anytime atmosphere for our clients?

And, more importantly, why should we even bother?

Becoming your clients’ go-to “third place” is a game-changer in how you build relationships, deliver value, and ensure clients see you as more than a one-off solution.

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What the Heck is a Third Place for B2B?

First, let’s take a step back. 

Third places are supposed to be familiar, low-pressure environments where people can come back repeatedly for community and connection. Think of your favorite hangout spot and why you keep going back—comfortable vibe, good conversations, a bit of learning, maybe even a dash of inspiration.

Now imagine that applied to a business relationship.

For B2B companies, “third place” doesn’t mean you’re opening a coffee shop. It’s about creating that same sense of connection. Your clients feel like they can approach you with questions, come back to you for advice, and stick around because they genuinely enjoy the experience. You’re a consistent presence, not just when there’s an invoice in the works, but as a trusted source of insight.

Let’s look at how this could work. Salesforce is a master of this with Dreamforce, their annual conference that’s like a big, friendly backyard cookout for their entire ecosystem. Customers, partners, and even curious outsiders come together, share ideas, and get to know each other. It’s not about sales; it’s about connection.

For Big Pixel, the takeaway isn’t about creating a flashy conference; it’s about showing up consistently.

Imagine being there for your clients in regular, predictable ways. Think of quarterly check-ins that aren’t focused on selling but on updating, listening, and co-planning. 

These could be 20-minute virtual coffee chats where clients share new challenges, and you offer insights or simply catch up. It’s this casual connection that makes you feel less like a vendor and more like a partner they’re eager to revisit.

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Building that Familiar, Reliable Experience

Here’s the thing about third places: people come back because they know what they’re going to get. Familiarity. Quality. Something worth their time.

Take LinkedIn, for example. They’re not a service provider, but they’ve created an online third place with LinkedIn Groups. People go there knowing they’ll connect, get advice, and leave a little smarter. That’s the feeling we can aim to build, right? 

Every time a client interacts with us, they should feel like they’re entering a space that’s consistent, helpful, and welcoming.

For us at Big Pixel, this could mean setting up dedicated channels for each client. Maybe that’s a Slack group or a dashboard that lets them reach out, ask questions, or share their latest challenges. 

We’re here when they need us—not just for the deliverables, but for the random questions and curveballs, too. Consistency matters because it builds trust, and trust is the backbone of any third place.

Think about providing clients with recurring resources that go beyond the project. HubSpot does this brilliantly with their HubSpot Academy, which offers free certifications and training that keep clients returning. 

A simple step Big Pixel could take is sending monthly updates on the latest in software trends or industry shifts, turning Big Pixel into their go-to for up-to-date knowledge.

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The Power of Knowledge: Becoming Their Source for Industry Wisdom

In B2B, we’re valued for the expertise we bring to the table, but here’s the twist: it’s not enough to just be smart. You need to share that knowledge in a way that makes clients feel like they’re insiders.

Take HubSpot, for instance. With their Inbound conference, they’ve established themselves as the source for all things marketing.

People go there to learn, not just to buy. Big Pixel can create that same value in smaller ways, like by hosting industry-specific webinars, crafting insightful reports, or even holding “ask me anything” sessions with our team. 

We’re not just giving them a product; we’re giving them a deeper understanding of their field.

Imagine if Big Pixel started doing quarterly “tech talk” webinars where clients get to learn about trends in AI, app development, or security risks. 

By giving clients this insider access, they gain value beyond the immediate project, and you become the resource they trust. And when they trust your knowledge, they’re much more likely to see Big Pixel as a reliable ally in the ever-changing tech landscape.

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Building Community Among Clients (Yep, You Read That Right)

What makes third places magical is the sense of community. Starbucks figured it out with coffee; Facebook figured it out online. And Salesforce? They build community by getting clients and partners in a room together, showing them they’re part of a bigger picture.

For Big Pixel, this can mean encouraging clients to meet and share insights, even if they’re only doing so virtually. Imagine hosting a quarterly “roundtable” discussion where clients talk about what’s working, what’s not, and maybe even get some fresh ideas from each other. 

You’re not only giving them your insights but helping them learn from others in their industry, adding a sense of connection to the experience.

Let’s go a step further. What if Big Pixel created a client “advisory board” where top clients can give input on new tools or features? Now you’re turning clients into co-creators. 

They’re contributing directly to Big Pixel’s evolution, making them invested in our success just as much as we are in theirs. This isn’t just a community; it’s a shared journey.

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Going Beyond Problem-Solving to Co-Innovation

When clients come to us, they’re often dealing with specific issues. But what if we’re not just solving problems but actively innovating with them? Co-creating, beta-testing, or even working with clients on roadmap planning takes the relationship up a notch. It tells clients, you’re a part of our journey, not just a line item on our to-do list.

This level of collaboration turns us from a “problem fixer” into a true partner. We’re not just here to solve issues; we’re here to help them chart their future.

Think of companies like Slack, who often test new features with a select group of clients, gathering feedback and making clients feel part of the product's evolution. It’s a small touch but builds a sense of ownership and belonging. 

Big Pixel can replicate this by inviting key clients to test upcoming tools or features, offering them a sneak peek at what’s next. Imagine the excitement they’d feel, knowing they’re part of the decision-making process for a product they’ll be using.

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Putting it All Together: Making Big Pixel Their Third Place

So here’s where the rubber meets the road. If we want to be the third place for our clients, it’s not about fancy events or overhauling our approach; it’s about making a few key shifts:

Create Familiar, Consistent Spaces: Just like LinkedIn Groups or a neighborhood cafe, we build trust by being predictable, accessible, and dependable.

Share Our Expertise Like It’s Going Out of Style: Clients aren’t just here for services; they’re here to learn. Webinars, reports, and Q&As make us more than a service provider—they make us an industry resource.

Build a Community (Yes, Even in B2B): Encourage peer-to-peer learning, connect clients with each other, and celebrate their wins. Show them they’re part of something bigger than just their own project.

Invite Clients into the Innovation Process: Make them co-creators, collaborators, and partners in building the future. When clients feel that level of involvement, they become loyal in a way that’s hard to break.

When done right, these moves turn your business from a provider into a third place that clients keep coming back to—not just for deliverables but for the community, expertise, and connection. 

So next time you’re talking to a client, think about how you can make them feel more “at home.” 

After all, isn’t that what a third place is all about?