Why B2B marketing needn’t be boring-2-business.

Alright, let’s tackle a myth, shall we? This one’s about B2B marketing. And I swear, if I hear “But it’s business-to-business, it has to be serious” one more time, I might just spontaneously combust.

The people you’re selling to aren’t emotionless robots. They’re human beings. They’ve got stresses, they’ve got aspirations, and yes, even in the most buttoned-up corporate setting, they appreciate a bit of wit. Probably even a chuckle or two if you manage to sneak up on ‘em.

The idea that B2B marketing needs to be drier than a forgotten biscuit tin in the staff room is just… well, it’s boring. And guess what boring does? It gets ignored. It gets scrolled past. It gets filed under “things I’ll look at when I have absolutely nothing else to do” (which, let’s be honest, is never).

Your prospects, whether they’re making decisions about cloud infrastructure or industrial-grade sprockets, are still people. They respond to stories. They respond to personality. They respond to content that doesn’t feel like it was written by a committee of accountants on a particularly grey day.

So, ditch the corporate speak, please. Imagine you’re talking to a potential client over a pint (maybe a local Beartown brew?). You wouldn’t hit them with jargon and buzzwords, would you? You’d explain things clearly, maybe with a bit of a story, a touch of humour. You’d make it interesting.

Because when you make it interesting, you make it memorable. You build rapport. And guess who gets the call when they’re finally ready to solve that business challenge? Not the faceless corporation with the snooze-inducing whitepaper, that’s for sure. It’ll be the one that treated them like a human, not a budget.

So go on. Be brave. Inject some personality. Your business (and your prospects) will thank you for it.