Escaping boredom: applying humor to B2B marketing

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In a world of B2B marketing, where serious, highly rational graphics and business jargon used to reign supreme, digitally native tech companies and startups are challenging the monotony with a bold and playful approach to their campaigns. Seeking a more modern, creative and agile way to communicate (and connect with customers and employees), they have been applying humor to their campaigns.

Following this new trend in young and modern profiles, Agência Sabiá has been showing that it is possible to laugh while closing deals.

What is fun B2B marketing?
Fun B2B marketing refers to an innovative and light-hearted approach to business-to-business (B2B) marketing. Instead of adopting the traditional seriousness associated with the corporate environment, companies are incorporating elements of humor and creativity into their marketing strategies for other businesses.

In this approach, companies seek to stand out from the competition not only cameroon whatsapp number database their products or services, but also through the way they communicate their messages. This can involve using light-hearted language, funny content and memes in campaigns, engaging in social media in a more light-hearted manner and even incorporating fun elements into sales presentations and meetings.

humor in B2B Marketing - quote Henrique

Pleasant and memorable ads test likeability and are a useful predictor of customer and employee engagement, which is reflected in well-being, building brand memories that make relationships more authentic, generating opportunities and sales growth.

How to find humor in creativity?
Humor has gained prominence in B2B marketing due to the evolution of the market itself, as explained by Pedro Braga, CEO and founder of Agência Sabiá. “Previously recognized for its highly rational approach and focus on technical results, the B2B market has undergone significant changes with increasing maturity and the adoption of broader solutions, including startups and digital-native companies . ”

These changes, Braga points out, were driven by the need for differentiation in a competitive market and by the transformation of B2B companies themselves, now represented by young and agile teams that seek to communicate in a modern and creative way.

Thus, humor has emerged as an effective strategy to connect with this new customer profile and meet the demands of an increasingly mature and diverse market. When discussing communication strategy, Braga highlights the importance of understanding and adapting to different target audiences. He emphasizes the need to use various emotional tools, including humor, to convey messages effectively.

To understand how this model works, let's analyze how two companies, served by the Sabiá Agency's nest, position themselves with humor in different communication channels.

Engaging humor on social media with Tsoft
Tsoft, an information technology company, has taken a bold approach to B2B marketing with its fun and human perspective on social media. Mariana Murias, the company’s services director, shares how the use of humor has become an act of empathy, bringing the brand closer to its audience and creating a positive atmosphere in digital interactions.

The company realized that humor is not only welcomed but also valued by corporate customers, highlighting the importance of a bold, intelligent and respectful approach in the business world.

Humor in B2B Marketing - Lucas quote

Tsoft faced challenges when embarking on this new approach, but with guidance from Agência Sabiá, it managed to find the balance between creativity and professionalism. This cooperation resulted in consistent and organic growth for Tsoft, with a stronger digital presence and a more solid brand image.

“We’ve seen that the increased engagement generated by our light-hearted approach translates into improved conversions. A clear example is when some customers identify with this fun or ‘outside the box’ approach, which results in more meaningful interactions: they share our posts, actively participate in the conversation and even give us ideas to expand it,” said Mariana Murias, Director of Services at Tsoft.

Humor integrated into the day-to-day lives of teams at NTSec
NTSec, a Brazilian company in the information security market, innovated in its marketing strategy by using memes and personalized stickers, developed by Agência Sabiá, as tools to generate engagement in the exchange of internal messages and break the austerity of the security area.

These pieces of creative content were carefully designed to incorporate the company's employees, giving them a recognizable identity and establishing an emotional connection with the target audience in the company's internal communication, having positive results as observed by Eduardo Silva, marketing director at NTSec.

“ We wanted to humanize communication and we did it from the inside out, seeking to use more comfortable tools in our daily lives. The fact is that WhatsApp is the most agile and interactive channel and today we use it for all communications. Stickers, memes and the like are a hit and often reinforce important messages that few would access on another channel, such as email, for example. In addition to making communication easier, it inspires creativity and interaction between regional offices, bringing together employees who are physically distant,” said Eduardo.

By involving its own employees in humorous messages, the company was able to create a relaxed and authentic environment in its communications. This resulted in greater interaction and involvement on the part of employees, contributing to a more pleasant and productive environment, which ultimately reflects on customer service. This approach strengthened the sense of community and belonging within the company.

“ The most important thing is to understand the language of your market and adapt it with common sense and wisdom. I believe we are on the right path, with lightness, creativity and intelligence”, he concludes.

The future of B2B relationships is fun
As B2B marketing embraces fun, experts predict a lighter, more engaging future for the business world. Companies that dare to be different, like T-Soft and NTSec, are reaping the benefits, creating more authentic relationships with their customers and breaking down the barriers of formality.

Looking at Latin America, Braga highlights the good-humored and fun character of the Latin American people, suggesting that companies should incorporate these elements into their communication strategies.

He emphasizes that humor does not compromise the seriousness of the company's value delivery, but rather the way in which this delivery is communicated. And he highlights the importance of humor in connecting with young audiences and attracting talent to fast-growing companies. “Latin Americans are people who have humor as part of their DNA. It is natural that companies also seek this,” he says.