7 Ways How Humor Works in B2B Marketing

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Hilarity in advertising is common. Fun and laughter is often observed in B2C marketing . But we hardly find instances using humor as marketing element in business markets. In fact, hilarious approach is considered irrational when dealing with prudent markets. However some B2B firms are breaking this fervor by making use of mirth in their commercials, blogs, online ads, video marketing, etc. Quite a few firms have witnessed positive ROI too. Cases like IBM’s viral video Mainframe: The Art of the Sale, Lesson One proves that, a good dose of humor has the power to boost B2B brands. Realizing this, many B2B marketers are changing their stance and redefining their approach. In mid 2000, Amaron Batteries quickly penetrated into the dull automotive battery market in India dominated by players like Exide, through some exciting fun-filled advertisements. It grabbed 6% of the market share within short span of time since its launch. Today it supplies automotive batteries to several automobile manufacturers like Ashok Leyland, Fiat, General Motors, Hindustan Motors, Honda, Hyundai, Mahindra & Mahindra, Maruti & Tata Motors and is also an exclusive supplier to Daimler Chrysler, Ford and Swaraj Mazda. GE Healthcare came out with a series of 3 videos targeting hospital administrators that took a humorous look at cost, quality and access challenges that hospitals face every day. Though it received criticism for making hospital administrators look foolish, the campaign was successful in communicating the real hospital administration challenges in a humorous way.


Ultimately people in the businesses make decisions. Associates in buying centers are human beings and have emotions. By entertaining business buyers and decision-makers, they can be truly connected and engaged. For instance when Cisco launched its global campaign the human network effect to promote its Tele-presence service, it showed senior business executives behaving funnily in the commercial. An accounting software company Farm Plan, targeting at commercial farmers uses humor to catch a farmer's attention and as well as convince him/her that the software will make life easier. This could be a better way instead showing charts and person sitting before computer. If B2B marketers start targeting people instead of marketing to organizations, their efforts can have better impact. Find below seven ways how humor works in B2B space.

Catches attention easily – Like in B2C, humor can grab the attention of client's staff, media and other stakeholders without much effort. It has potential to create buzz in the markets and carry free press coverage through business media and blogs. IBM when it launched its mainframe server has created a lot of buzz and received wide press coverage due to its humorous viral videos.

Spreads like wildfire – Humor makes B2B communications to go viral. Cascading effect takes the message to decision-makers’ desks quickly. IBM’s funny viral video received more than 270000 views increasing website traffic 25 times within short period. Today’s social media can further fuel the effect by manifolds.

Clutter Busting – Humor can be used as one of ways to bust clutter, especially in crowded B2B markets. It was easy for Cisco to get into prospects consideration list through its funny ad campaign, the human network effect, in a fully crowded tele-presence market dominated by WebEx and other organized as well as unorganized players.

Brand Recall – Amaron’s award winning Pandu Mangal campaign ‘lasts long, really long’ with jingle ting tong is one of the few B2B brands that are remembered most. Research shows that, the ad was not only attention grabbing, but has put the brand on top of the mind giving longer shelf life.

Pulls End-User - Tetrapak’s funny ad campaign ‘Protects What’s Good’ about a park ranger Roy Sullivan who is struck by lightning seven times - sent a strong message to the end-consumers to buy milk, food or juice in an environment-friendly tetrapak cartons, creating potential derived demand.

Simplifies complexity – Speaking or communicating about industrial products/services is not only bland, but complex too. It makes market communication look tedious and dull, making selling effort more challenging. But breaking the conventional approach, GE Healthcare simplified its market communication using a series of humorous videos about how its medical equipment can tackle complex operational and technical challenges that hospitals face every day.

Amicable & Authentic – Finally, humor personifies the brand creating human touch and friendly space. It gives business buyers a feeling of social, friendly and approachable vendor. This make organizational buyers feel more comfortable in pursuing purchase deals.

4 comments:

Anonymous said...

Thanks Sir, for the enlightening knowledge.....

Thats the reason you are my all time favorite....
Marry Charistmas.

Rishi Chahal..

Anonymous said...

thnks sir stil teaching us B2B marketing after clg...

hitesh

ilamparithi said...

Sir, Even in B2B Personal Selling, humor can be subtly used. This will be helpful in the getting along with the people in the customer organization easily. But care should be taken to avoid adverse situations. People with sense of humor can build a better relationship between organizations.

Thillai Rajan said...

It is really interesting. Thank you very much for sharing this wonderful article.

Thillai Rajan P.

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