Let’s be honest: in the world of B2B, humor is rarely the first marketing tool you reach for. Why? Well, most brands in this category simply aren't friendly to funny. They believe it undercuts credibility. They believe it’s more likely to offend than delight. To them, humor feels like a huge risk.
In part, it’s true. Inappropriate content can kill your campaign. It can tank your sales. It can alienate your audience. No wonder executives are so cautious! Why risk your profit margins, your job, your employees, or even your entire company? This may sound extreme, but without fully understanding the subject, the audience, and the timing, humor can go sideways fast. So, why consider it at all?
Here’s the thing: Humor isn’t dangerous—poor execution is.
First off, there’s a big difference between a bad joke and inappropriate humor. Bad jokes are the ones that produce massive eye rolls and heavy sighs:
“I went shopping for a pair of camouflage pants, but I couldn’t find any.”
“Yesterday, the doctor told me I was colorblind. The diagnosis came completely out of the purple.”
“To the person who stole my glasses: I will find you. I have contacts.”
Inappropriate humor is the kind that sets off every HR alarm and keeps lawyers in fancy cars. It’s the kind that warrants no need for examples here.
Second, it’s not that humor “doesn’t work” in B2B; it’s that most brands just don’t know how to make it work for them. It’s not about punchlines, one-liners, or trying to be a “funny brand.” It’s not even necessarily about getting a guaranteed laugh (that’s a different industry... that’s comedy). Unfortunately, it’s misunderstandings like these that pile up and fuel the myth that humor is a liability.
The truth is, humor has a very real power to humanize brands stuck in serious, transactional messaging. And when used with nuance and skill, humor can engage, build rapport, and elevate your brand with that rare quality so many B2B companies lack—personality.
No Kidding the Struggle is Real
I know what you’re thinking: This is all well and good in theory, but we’re talking about B2B. You said it already: most brands aren’t friendly to funny. Believe me, I understand more than you know.
For almost a decade, I worked for a conservative medical device company where the culture was conformity over creativity. Surrounded by an alarming absence of color and confined to a cold corporate cubicle, I was placed in a literal box and then—with no sense of irony—was asked to think outside of it.
I get it.
What’s frustrating is even today, when CMOs are faced with bona fide research like the fact that a staggering 75% of B2B ads fail to drive long-term growth, largely because most B2B marketing lacks creativity [source], unless leadership sees the proof in their own numbers, unless the ROI is immediate, they’ll continue to be extremely cautious.
Practical Applications for Impractical Ideas
Fear not faithful funny. I’ve championed humor from within the belly of the beast. I’ve made it through the valley of the shadow of deathly approval processes. And I can tell you the battle is not in vain.
And to be clear, I’m not here to make the case for what’s common knowledge. The last thing we need right now is one more TED talk, social post, or webinar attempting to fun-splain why humor works in marketing. I’m reminded of a quote by E.B. White:
"Humor can be dissected as a frog can, but the thing dies in the process and the innards are discouraging to any but the pure scientific mind.”
There’s no reason to waste any more time on “why” humor works. So, let’s focus on “how” to implement it successfully in the world of B2B.
Winning Over the Harrumphs
Unlike other marketing-led industries, B2B is almost always product, engineering, or sales driven. While these departments are made up of rational minds, it’s important not to think of them as humorless. They love a laugh as much as anyone, but in business their focus is selling important criteria like price, service, and reputation.
Marketers often emphasize that purchase decisions involve both rationality and emotion. In B2B, however, no level of creativity can sell an overpriced or impractical product (think Mountain Dew). While logic ultimately drives most decisions, appealing to emotions can tip the scales—making a sale more likely once all rational factors have been satisfied. Here are some suggestions for balancing the best of both worlds:
Numbers and Nonsense Living in Harmony
- Present Humor Like a Marketing Channel
Humor isn’t the message—it's the vehicle. Just like a video, social post, or email, humor is a tool used to deliver the primary message with the most efficiency. The big difference is instead of focusing on an untapped channel, you’re focusing on an untapped emotion.
- Stand on a Sound Communication Strategy
When humor is based on a strong strategy, it’s difficult to argue against. You should already be able to point to valuable knowledge based on market research, competitive analysis, and the overlapping goals of the business and your audience. Presenting your humorous take as an extension of your key insight increases your certainty of approval.
- Build Your Case with Quarterly Perspectives
In addition to being accountable to business goals like increasing sales YoY, make a case for marketing goals: increasing open rates, conversions, performance, etc. An unimpressed, disengaged audience rarely results in ramped up revenue. Help key decision makers see why humor supports the saying, “The brand that’s remembered is the brand that’s bought.”
Dos, Don’ts & Dare Nots
If you think about it, the fundamental principles of marketing and humor both come down to effective communication. By building your skills in both disciplines (yes, humor is a skill), you’ll start to see how well-known principles and proven techniques overlap. While there’s no shortcut to experience, here are some best practices to give you a head start:
Your Playbook for Playfulness
- Choose Clarity Over Clever
One of the best ways to integrate humor in your marketing is to leave it out completely. Yes, you read that right. To have the greatest impact, you need to treat humor as one of many tools, not your only tool. That means having the wisdom to know when the subject, audience, or timing requires a more straightforward approach. When you hold out for the perfect opportunity the laughs will land even harder.
- Avoid Puns at All Costs
I know this can be a polarizing view but hear me out. This is not a call to eradicate puns from the earth (although there are those with pitchforks and torches who feel that strongly). Simply keep them far, far away from your marketing. No matter how much they amuse you, this style of humor comes off as amateurish—like a local car dealership, real estate agent, or injury lawyer. I say we leave puns to the pros: dads who traffic in groan-inducing currency.
- Develop Your Brand's Sense of Humor
Whether you have an official guideline or not, your brand has a voice and tone that’s been set: it’s how your brand communicates and represents itself to the world. Understanding the consistency in voice and flexibility in tone is critical to knowing when, where, and how to integrate humor. Just like a person, your brand’s sense of humor should feel authentic and aligned with its identity. This doesn’t mean styles like irony and sarcasm are completely off the table, but it does mean applying them requires greater care.
Rome Wasn’t Burnt in a Day
The time for humor is now! Give me laughter or give me death! United we stand, divided we lean slightly to the left! Are you filled with a fiery passion to lead the charge?
Maybe not. But hopefully you’re cautiously optimistic.
Taking on the establishment won't change anything overnight. There will be pushback. Ideas will be rejected. However, if you keep in mind that it’s not about pitting playfulness against professionalism, but rather finding balance and building consensus, you’ll be on the right track. If it still feels overwhelming, consider starting small:
- Right Time, Right Place
National Sales Meetings and similar events are a perfect setting for humor. Keynote speakers as exciting as white noise machines, breakout sessions scheduled for post-lunch naptime, and mandatory training can all benefit from some silliness.
- Your New Best Friend: Sales
Inside jokes using obscure references and technical knowledge show customers you get them. And what better place to find insights (and probably some colorful stories) than the boots on the ground. Start documenting the stories, anecdotes, and daily life of your sales team to capitalize on their experiences and use them for humorous inspiration.
- Find the Safe Space
HR and Corporate Communications are struggling to connect with employees at every level. Imagine if incentive programs, awareness emails, or even safety drills were made fun. And if you can show that humor engages more employees, it might help make the case for engaging more customers with the same strategy.
Strategically Funny, Authentically B2B
This all comes down to finding opportunities to make your brand feel more relatable without losing credibility. Like all good marketing, it starts with understanding your audience on a deeper level, then translating all the elements into messaging that disarms and engages. The end goal isn’t being funny—it's being memorable, approachable, and confident in a way that resonates long after the first impression.
Funny You Should Mention It...
Still skeptical? We love a challenge! In fact, we specialize in helping clients build their brand, connect to their audience, and achieve their financial goals. B2B is complex, but B2B marketing doesn’t have to be. Reach out today and let’s talk about your next big idea!