4 Ways to Spice Up B2B Marketing

4 November 2019
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When marketing to larger companies, entrepreneurs know they need to stand out. While many of them execute engaging, belly-busting B2C campaigns, however, they rarely break the mold with their B2B marketing. Why not? Often, it’s because they take “professional” to mean “boring.” But the fact is that B2B buyers are people, too. The same tactics that resonate with everyday consumers — humor, color and playfulness — catch the eye of procurement professionals. Serious, trustworthy, compelling and fun can co-exist in B2B campaigns. Here’s how to do it.

  1. Let your corny side shine.

Paper isn’t a product that requires a lot of explaining. Yet until recently, Case Paper’s marketing strategy focused on its product rather than what made the company special. Beyond its strong customer service, which many companies can claim, what distinguishes the family owned paper company is its quirky sense of humor. Seeing those things in your own company can be tough. It wasn’t until Case brought in B2B marketing agency Renegade that it embraced wordplay like “gives a sheet.” “On the case,” a play on its name, forms the basis of its new story statement. From Case Paper’s “About” page to the decals on its delivery trucks, Case Paper uses surprising visuals, fun asides and likable language.

Bad puns. Dad jokes. Wacky photos. Quirky, authentic content cuts through because it reminds us to laugh at the small things. Forget your filter, and embrace that low-lying comedic fruit.

Read more: 4 Ways to Spice Up B2B Marketing

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