Serious question: When did “B2B” become synonymous with “boring”? Or, if that’s too harsh for you, how about “safe”, “expected”, or “standard”?
In our industry, it can be easy to forget that the “B” part of “B2B” is a bit of a misnomer. We’re marketing to businesses — but really, we’re marketing to people. People who have a lot more expertise (and who tend to be far more scrutinizing) than most, sure, but still people. And what do people resonate with? Bold, exciting ideas that offer a laugh, spark a conversation, or open their eyes to something unexpected.
Studies have shown that around 90% of people say they trust and prefer brands that use humor. If your brand can showcase a unique personality, and showcase it well, you are able to drive increased brand loyalty, deepen emotional connections with your audience, and, above all else, rise above the noise in an overcrowded market.
You might still be skeptical. Surely, you’re thinking, this is an approach that works for B2C brands, but it has no place in the B2B world. But here’s the thing — not only are B2B brands already doing this, but they’re increasingly leaning on influencers to help them do it well.
Let’s break down why this shift is happening, who’s getting it right, and how you can make it work for your brand.
B2B Brands Have Loosened Their Collars (And Invited Influencers In)
In recent years, we’ve seen a shift in where and how B2B brands are communicating. LinkedIn has replaced X (formerly Twitter) as most professionals’ platform of choice, while TikTok and YouTube Shorts are carving out real estate for less buttoned-up brand moments. As brands experiment more with meme-driven and conversational content, many are also partnering with creators who already have a strong foothold with niche audiences.
Influencers — especially those with B2B credibility — can help introduce humor and boldness in a way that feels organic and safe. After all, they’re already trusted voices in their space. When they speak in a lighter tone, your audience listens — and laughs.
HubSpot
HubSpot’s social strategy leans heavily into relatability, and in doing so, they are able to cultivate a community of B2B professionals who are keen for a place to commiserate. Their LinkedIn page regularly shares workplace memes, lighthearted commentary on life as a marketer, and laugh-out-loud snippets of wisdom for following their example. But their tone isn’t just limited to their own voice – they have also found ways to amplify influencer voices, particularly the ones with the right amount of edge, in order to truly humanize their brand.
Semrush
Semrush, a popular SEO-focused marketing platform, has gone all-in on a tongue-in-cheek sense of humor. But they’re not just posting memes — they’re posting memes that only industry insiders can truly appreciate, while at the same time seamlessly promoting themselves as the solution. It’s so natural and conversational, you can almost forget you’re being marketed to.
Mailchimp
Mailchimp doesn’t necessarily aim for laugh-out-loud — they play the long game. Their tone is light, friendly, and subtly witty. In recent years, they’ve also tapped creators in the small business space — such as newsletter writers, startup mentors, and creative freelancers — to bring their brand to life. By letting these creators inject humor and human perspective into how they talk about Mailchimp’s tools, the brand earns authenticity it couldn’t buy through ads alone.
Where B2B Brands Are Getting Bolder
Humor has its place in your brand’s social feed, but it’s important to remember that not everything has to be funny to make an impact. There are plenty of ways to emphasize your brand’s unique personality through edgier content and, of course, the right influencer partnerships.
Notion
While Notion does toe the line between being a consumer-facing product and a business tool, their messaging handles that balance extremely well. One of the best ways they do this is by letting creators lead the conversation. Through smart influencer partnerships, they showcase real-world use cases in a way that feels natural, not scripted — making the product feel like a creative partner, not just a tool. In-house, they also have their fair share of personality, which they’re channeling into sharp conversation pieces via their LinkedIn newsletter, “The Startup Stack.”
Salesforce (via Slack)
Salesforce overall is a more traditional B2B brand, but since acquiring Slack, they’ve given themselves some room to play. Slack has paved the way with its bold, human-centric communication style. Instead of presenting themselves as just another office chat platform, they’re using influencers to highlight how Slack can facilitate individual people’s wildest creative ventures.
Gong
This revenue intelligence platform isn’t afraid to get in your face, and we mean that in a good way. Their LinkedIn presence thrives on hot takes, spicy memes, and unfiltered advice. They’re not afraid to be opinionated, and that edge has helped them carve out a strong identity in a competitive space. More importantly, it sparks dialogue — and that’s gold in today’s engagement economy.
Why This Works — and What It Means for Your Brand
When done right (and by that, we mean when done with keeping your brand voice front and center), a bold personality in the B2B landscape isn’t just about firing off a few funny memes here and there. It’s about being memorable. It’s an understatement to say there are a lot of brands occupying the same market as yours. How are you going to stand out against their templated pitches, overly technical product pages, and formulaic social feeds? You show up with a clear voice that surprises, entertains, or delights.
Perhaps most importantly, this approach allows you to humanize your brand, something that is even more important in B2B. It signals that you understand your audience because you are your audience — you’ve probably sat through just as many tedious meetings (that could have been an email) as your customers have. Influencer partnerships amplify this even more by letting people outside your org carry the tone forward. They bring built-in audiences, trusted voices, and a sense of permission to be playful — which is key when you’re trying to move from “corporate” to “cool.”
That said, personality isn’t a gimmick. It needs to be rooted in a brand’s values and audience insights. What works for Gong, for instance, might feel off-brand for a cybersecurity platform. But the larger principle holds true: whether you’re partnering with a podcast host, a TikTok creator, or a LinkedIn thought leader, choose influencers who reflect the tone you want to set.
Exchange Boring for Bold, Safe for Saucy, and Expected for Extraordinary
Right now, we’re in a new era of B2B marketing. An era where humor no longer dilutes credibility, but enhances it. Authority does not need to take priority over authenticity. And through the right influencer collaborations, your brand can be as relatable as it is respected.
So, this is what we challenge you to do: drop the buzzwords. Listen to your Gen Z social media team member when they pitch a meme or two in your next social strategy meeting. Partner with creators who get your audience — and aren’t afraid to make them laugh. Your future customers are listening, and they’re ready to laugh, connect, and relate — before they’re ready to buy.
Ready to take the next step toward elevating your brand with a comprehensive B2B Influencer Marketing plan? Let us help you build a custom Blueprint to guide your program.