Why B2B agencies need to be more playful
You can't spell sales funnel, without fun. B2B doesn’t have to be boring. And in truth, it really shouldn’t be. Advertising, whether for a consumer brand or a B2B brand, is all about getting attention, engaging audiences, and delivering memorable experiences. So why do so many B2B brands insist on being so… workmanlike? Rational facts, logical points and impressive statistics all have a place, but not centre stage. Leading with facts and stats is like running the credits instead of the movie. They’re interesting to some and show a lot of hard work, but ultimately, they leave most people looking for the exit.As any good B2B marketing agency knows, brands have to engage customers before getting into the detail. As a customer, I want you to earn my attention. Make me smile, make me think, make me laugh or surprise me… but whatever you do, entertain me. This is where being more playful can really make a difference.
Embrace a little childlike wonder
Children use their imaginations to find joy in the mundane. They’re fascinated by the world, not afraid to have fun, and can turn the most boring objects into something magical. Now, doesn’t that sound like a set of skills coveted by B2B marketers and any creative B2B marketing agency?By adopting this mindset, any brand or B2B marketing agency can encourage exploration, boost creativity and approach briefs and projects with more open-minded enthusiasm. Here are a few ways that adopting this mindset can benefit your brand.
Get more attention By channelling a little childlike wonder and producing more playful, imaginative content, B2B marketers can capture the imagination of their audience. This enables your brand to engage with customers in more meaningful, entertaining and memorable ways.
Connect emotionallyPlayfulness evokes positive emotions and helps convey a sense of approachability and relatability. By engaging customers in a more emotional way, B2B marketing agencies can build trust and loyalty, leading to long-term business relationships that go beyond product specs or service lists.
Stand out Highly competitive B2B markets can quickly become a game of statistics one-upmanship, where brands compete over product claims that make little difference to a customer’s decision to purchase. Employing a more playful approach enables your B2B marketing agency to take the conversation in another direction. It gives you the opportunity to showcase your brand’s unique personality, inject humour and create a clear point of difference.
Connect emotionallyPlayfulness evokes positive emotions and helps convey a sense of approachability and relatability. By engaging customers in a more emotional way, B2B marketing agencies can build trust and loyalty, leading to long-term business relationships that go beyond product specs or service lists.
Stand out Highly competitive B2B markets can quickly become a game of statistics one-upmanship, where brands compete over product claims that make little difference to a customer’s decision to purchase. Employing a more playful approach enables your B2B marketing agency to take the conversation in another direction. It gives you the opportunity to showcase your brand’s unique personality, inject humour and create a clear point of difference.
Practical ways to be more playful
We know from experience that lots of brands are intrigued by the idea of being more fun and playful, but find it hard to imagine how to realistically pull it off. It’s important to remember, however, that you can take it slow and start adding elements of wit, bit by bit. Here are a few suggestions to get you started:Creative storytelling
Instead of making singular claims, try weaving a story that your audience can relate to. Tie common challenges and pain points into unexpected scenarios that emphasise your brand’s benefits in more interesting ways. Can you use a metaphor or twist that puts a new spin on a straight message? This is where a creative B2B marketing agency can really help.
Humour and wit
Injecting a little humour into your B2B marketing can be a powerful way to build positive associations with your brand. You can do this with witty wordplay in your headlines, quirky visuals, or short, amusing videos. Light-hearted content is often appreciated by B2B audiences, but it’s important to strike the right balance.
Gamification
Make engaging with your brand fun. By creating challenges, quizzes or competitions, you can encourage direct interactions with your audience. This not only makes your customer’s experience more enjoyable, but it also gives your B2B marketing agency valuable data and insights.
Playful design
Use visually appealing and vibrant designs to liven up your marketing materials. Bold colours, whimsical illustrations and imaginative graphics can help instil a little childlike wonder into your B2B brand, something the right creative B2B marketing agency can bring to life.
User-generated content
Encourage your customers to share their experiences, stories and content related to your brand. This helps build a sense of community and allows for more fun, less-polished interactions. You can even find ways to engage with them and ask them to share ideas, suggestions and feedback.
Chris Banner
Creative Director
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When audiences are bored,
brands get ignored
Infusing some childlike wonder into your B2B marketing strategy is a great way to avoid that trap. By being more playful, imaginative and creative with your B2B marketing agency, you'll break through the noise, capture attention, boost awareness and ultimately generate more leads.
If you'd like to see how playful your brand can be, please get in touch.
