Enterprise application software that helps businesses manage their operations doesn’t immediately pique the normal person’s curiosity. And yet SAP, a multinational software company, has a track record of producing engaging TV advertisements that educate and leave you wanting to learn more. From AI cats painted in the style of van Gogh, to a training failure, the company has clearly bought into the mindset that B2B marketing must engage an audience while informing it.
There’s a place in marketing strategies for in-depth white papers and case studies, but there is also an increasing need for creativity and risk-taking. Dan Knowlton, co-founder with his brother, Lloyd, of a UK-based video and social media marketing agency, recommends B2B companies dedicate 20% of their marketing budget to trying something new. It may be a new platform, a new content form or an unconventional marketing idea.
“Those who dare to be different are the ones who will overtake their competitors,” Knowlton said.
Katy French, content marketing director at Column Five, a creative agency that specializes with clients primarily in the SaaS industry, offers three tips for creating marketing campaigns that don’t bore your audience:
Use humor – Lead with levity, and don’t be afraid of being a little self-deprecating or making some inside jokes about your industry.
Do the opposite of what you don’t like – In French’s words, “zig where everyone zags.” When brainstorming fresh content, imagine the most generic approach you’d find in your industry and run the other way. Crowdstrike’s client testimonial from the chief innovation officer for the City of Las Vegas starts out more like a whodunit podcast.
Be more entertaining than you need to be – Go in with a mindset that mundane will get overlooked. Good companies have strong personalities. Bring yours out – in videos, blog posts, email campaigns, podcasts, social media and and however else you go to market.
Author
Get our newsletter and digital focus reports
Stay current on learning and development trends, best practices, research, new products and technologies, case studies and much more.
