You must be joking: How and when to use humour in B2B marketing
Stats… Testimonials… Case studies… What card-carrying B2B marketer doesn’t have a soft spot for these vital tenets of B2B marketing campaigns?
After all, when trying to persuade key decision makers, these kinds of assets are perfect for making a rational case for your product or service.
But is rational persuasion always the best course of action? We’ve spoken before about the role of creativity in B2B campaigns, and how that can provide emotional resonance and greater effectiveness. Today, we’re spotlighting one particularly powerful emotional trigger: humour.
The case for humour in B2B marketing
If you can make someone laugh, you can make them remember. That’s true in life and it’s true in marketing. But, sometimes, B2B marketers shy away from using humour in their work.
Historically, B2C marketers have been far more willing to embrace laughs. And they’ve often done it with stunning success. Some of the most memorable marketing campaigns of all time are also some of the funniest.
‘The man your man could smell like’ completely revamped Old Spice’s image. ‘Whassuppp’ is a refrain still heard over 25 years after the ad first aired for Budweiser. ‘Should’ve gone to Specsavers’ is so memorable not just because it’s a great tagline, but because it’s a great punchline.
Whether they made us laugh out loud or crack a wry smile, being funny worked wonders for all these brands.
But what about B2B audiences? Well, just like consumers, they’re regular people. And regular people like to laugh.
Sparking an emotional reaction – especially one as powerful as laughter – leaves a lasting impression, even when your audience is in business-mode.
During the average workday, injecting a little humour can be a welcome reprieve from the deadlines, emails and meetings. A particularly amusing ad might even earn organic shares across LinkedIn networks.
Plus – if other B2B brands in the space focus their efforts on more traditional campaigns – a sense of humour can be a great way to cut through with something distinctive.
When should B2B brands be funny?
We’re not saying that humour is right for every brand or campaign – there’s a time and a place for it.
A business operating in, say, the Health & Safety sector, should be careful about giving the impression that it takes its responsibilities lightly.
If a brand has put time and effort into establishing itself as a credible authority within its field, undermining that authority with jokes might be a backwards step.
Similarly, an attempt at humour that clashes with a business’ established tone of voice could land as inauthentic and may not have the desired effect.
So when should brands deploy humour? There are a few things to consider.
- Is it the right audience?
- Is it appropriate for your offer?
- Does it fit your brand Identity?
- Can it differentiate you from your competitors?
If the answer to these questions is yes, it might be worth thinking about channels and execution.
B2B humour in action
It’s one thing to talk about using humour in your B2B marketing – it’s another thing to actually do it.
In 2024, Lords Builders Merchants asked us to help spread the word about the launch of its new stores in South-West London. As part of an out-of-home campaign, we had to capture the attention of busy trade professionals in a memorable way.
We settled on a light-hearted approach. Playful puns suited our audience and would be distinctive enough to raise awareness in the area. As well as billboards and bus stops, we spread our message via sandwich bags to catch builders on their lunch breaks – adding a little levity to their working day.
The results? Widespread local awareness of the new stores, a boost for the brand and a happy client. Get the full rundown of the campaign here.
Add some laughs to your marketing mix
Convinced by the case for humour in your B2B marketing? Great! We’d love to help.
If you’d like to speak to an agency that gets why, how and when humour works well, get in touch today.
