Many people fall into the belief that B2B marketing should be serious, but that's not the case, says Sasha Kupritz, founder of Tenacity PR. Kuptritz adds that the 2022 Cannes added the Creative B2B category; having seen a rise in B2B work winning across the Lions, it's time it finally had its own spotlight on the global creative stage.
The 2022 Cannes Lions saw the launch of the new Creative B2B Lions, supported by the B2B Institute, a LinkedIn Think Tank and strategic thought partner.
These Lions will celebrate game-changing creativity for products and services that are purchased by professionals on behalf of businesses.
B2B marketing is tricky. Unlike B2C, brands aren't trying to reach a single person with purchasing power. It's often stakeholders and company leaders who determine which product, service, or brand will be selected.
B2B marketing strategies are, because of this, considered more formal and straightforward. Too many people believe that B2B marketing should be serious — that you can't have as much fun with it as you can with consumer-focused brands. But that's not the case.
B2B marketing is perfect for creativity, innovation and even a bit of humour. Some of the biggest brands have profiles that showcase the personality behind the company. Humour is one-way B2B marketing can use creativity to reach their target market. Brands also use creative messaging and other features to craft messages that add a punch.
As a B2B public relations specialist, I've seen the results for myself. By adding creativity to B2B campaigns, it can drive the bottom line, building companies' brand reputations and trust in the brand.
Incorporating marketing messages with a little bit of humour can promote interaction between how your brand showcases the unique personality the brand can offer. For B2B companies, humour adds an unexpected degree of fun, especially in the creative and marketing industries.
Consider using humour in ways that achieve the overall goals of your marketing message — showing your audience that your company is empathetic, solutions-oriented and effective. B2B marketing targets large companies, stakeholders and industry leaders.
Not surprisingly, humour and empathy provide opportunities for creativity to craft messaging that showcases a movement in the industry and pulls in experts and stakeholders to support organisations' goals.
B2B marketing can be creative, innovative and humorous. By engaging with target audiences this way, consider leveraging humour to showcase their needs. Lead the industry by cultivating a company's brand personality. In my experience, B2B marketing is most effective when companies infuse their personality and expertise to craft unique messages and brand trust.
"People don't by products, they buy brands they can trust." — Coca Cola's European marketing director George Bradt.
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