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Stay ahead of the game: What your B2B business needs to know about the European Accessibility Act

Amongst B2B marketing professionals, including our clients across the print, packaging, technology and life sciences sectors, there’s a lot of confusion about the incoming European Accessibility Act (EAA) and what it means for business.  

The EAA, coming into force in June 2025, primarily targets consumer-facing businesses and services. However, at Think B2B Marketing, we believe forward-thinking B2B organisations should still have this legislation on their radar – and here’s why.

Understanding the scope

First, let’s be precise about who the EAA affects. The legislation primarily applies to consumer-facing digital services and products, including e-commerce platforms, banking services, transport services and telecommunications. It will be mandatory for businesses with at least 10 staff and a turnover above €2 million who serve EU consumers. 

While your B2B organisation might not fall directly under these requirements, understanding the wider implications could be crucial for future-proofing your business. With digital platforms still at the top of the business agenda, B2B buyers expect a consumer-grade digital experience – and accessibility is increasingly part of that expectation. 

The indirect impact on B2B

It’s worth challenging a common misconception in B2B marketing – that accessibility primarily concerns consumer-facing services. The reality is that disability doesn’t discriminate by profession. Procurement specialists, technical buyers, C-suite executives, and sales directors across industries may all benefit from accessible digital experiences. When we consider that one in four Europeans over 16 has some form of disability, it becomes clear that accessible design isn’t just about compliance or consumer needs – it’s about ensuring all business professionals can engage effectively with your content and services. 

Even if your business isn’t directly affected by the EAA, there are compelling strategic reasons to consider its principles. Many B2B companies are part of supply chains that ultimately serve consumers. Your B2C clients may soon require accessibility features in your products or services to maintain their own compliance – we’re already seeing this trend emerge in procurement requirements across Europe. 

This shift is about much more than compliance; it reflects a broader understanding that accessible design often leads to better user experiences for everyone. 

Why accessibility matters in B2B

The business case for accessibility goes far beyond demographic statistics. Our experience in B2B marketing has shown that making digital content more accessible often leads to improved experiences across the entire professional ecosystem – from sales teams and technical support staff to partners and end users. 

But accessibility isn’t just about disability. Consider an executive reviewing your content on their phone in bright sunlight, a procurement manager navigating your website without their glasses on, or a technical buyer trying to access your documentation on the go, with a slow internet connection. Good accessibility practices improve the experience for all users, regardless of their circumstances. 

Our work with B2B clients has shown that organisations taking a proactive approach to accessibility often see significant benefits beyond future-proofing. Companies implementing WCAG (Web Content Accessibility Guidelines) can expect improved SEO performance, as search engines reward clear, well-structured semantic content. 

Practical steps forward

For B2B organisations looking to get ahead of the curve, we recommend these initial steps: 

Audit Your Digital Presence: Evaluate your website, digital marketing materials, and digital platforms, such as social media and email builders, against WCAG guidelines to understand where you stand. 

Review Content Strategy: Ensure your content creation processes consider accessibility from the start, including alt text for images, proper heading structures, and clear link descriptions. Simple changes, like #CapitalisingHashtagsProperly can make a world of difference. 

Train Your Team: Build accessibility awareness into your marketing team’s skill set. This is not just a matter of technical compliance – it’s about creating a culture of inclusive communication. 

Plan for Implementation: Develop a roadmap for enhancing accessibility across all digital touchpoints, prioritising high-impact changes first. 

The bottom line: Strategic opportunities in accessibility

While the EAA may not directly require B2B businesses to comply, here’s what proactive adoption of accessibility standards could mean for your business: 

Digital Content & Websites 
  • Enhanced user experience for all visitors
  • Improved SEO performance and digital visibility
  • Future-proofed digital infrastructure 
Marketing & Communications
  • Broader reach and engagement with content 
  • Strengthened brand reputation for inclusivity 
  • Better alignment with client expectation 
Business Development 
  • Competitive advantage in RFP (Request for Proposal) processes, or tendering 
  • Stronger partnerships with enterprise clients 
  • Access to public sector opportunities 
Market Position 
  • Leadership in industry best practices 
  • Readiness for future regulatory changes 
  • Enhanced corporate social responsibility 

The partner you need

At Think B2B Marketing, we understand that evolving your digital presence while maintaining marketing effectiveness can be challenging. That’s why we’re helping our clients integrate accessibility best practices into their communications and digital strategies – not because they have to, but because it makes good business sense. We work alongside our talented sister business, Design by PH, to help our clients get future-ready in all aspects of web development and design. 

Accessible marketing creates better more inclusive experiences that resonate with your entire audience. While EAA doesn’t yet impact B2B directly, it may well do in the future. By taking action now, you can turn these emerging market expectations into opportunities for differentiation and growth. 

Ready to make your B2B marketing more accessible and future-proof? Let’s talk about how we can help you navigate these changes and turn them into competitive advantages for your business. 

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