Let’s face it: most B2B content is about as exciting as watching paint dry. While your competitors drone on about synergies and paradigm shifts, there’s a golden opportunity to stand out with something refreshing: humour.
But here’s the catch. Get it wrong, and you’ll have prospects cringing harder than watching your dad attempt TikTok dances. Get it right, though, and you’ll build genuine connections that turn cold leads into warm conversations.
Why Humour Works in B2B Marketing
Business people are still people. They scroll through LinkedIn between meetings, they appreciate a good laugh, and they’re tired of corporate jargon that says nothing while using 50 words.
Research from the Harvard Business Review shows that humour in business communications increases engagement by up to 30%. More importantly, it makes you memorable. When your email lands in an inbox alongside 47 others promising to “revolutionise their workflow,” being the one that made them chuckle gives you an edge.
The key is understanding that B2B buyers make emotional decisions and justify them with logic. Humour taps into that emotional side while keeping things professional.
Reading the Room: When Humour Hits Different
Not every situation calls for a joke. Your quarterly financial reports probably aren’t the place for dad jokes (though we won’t judge). But your LinkedIn outreach, email campaigns, and even cold calling scripts can benefit from a lighter touch.
Consider your audience carefully. A tech startup might appreciate internet memes, while a traditional law firm might prefer subtle wordplay. The beauty of modern B2B prospecting tools is that you can segment your audiences and tailor your approach accordingly.
Timing matters too. Opening an email about redundancy software with a joke about job security? That’s a hard no. But leading with something that acknowledges the challenge while keeping things light? That could work brilliantly.
The Safe Comedy Formula for B2B
Here’s where many marketers go wrong: they try too hard. The best B2B humour feels natural and relevant. It’s not about being a stand-up comedian; it’s about being human.
Start with self-deprecating humour. It’s harder to offend when the joke’s on you. “We know what you’re thinking: another marketing agency claiming they’re different. Plot twist: we actually are” works better than making fun of your prospects’ current situation.
Observational humour about common industry pain points connects well too. Everyone in B2B knows the frustration of endless email chains or meetings that could have been emails. Acknowledging these shared experiences builds rapport.
Pop culture references can work, but tread carefully. Not everyone watches the same Netflix shows or follows the same memes. Stick to widely recognised references that won’t date your content too quickly.
LinkedIn Outreach: Where Personality Pays Off
LinkedIn has become the wild west of B2B prospecting, with connection requests flooding in daily. Standing out requires something different from the usual “I’d love to connect and discuss how we can add value to your business” approach.
Try opening with something unexpected but relevant. “I promise this isn’t another pitch about how our AI-powered solution will change your life (though it might change your Tuesday afternoons)” immediately sets a different tone.
The key with LinkedIn automation tools is ensuring your humorous messages still feel personal. Generic funny messages are almost worse than generic serious ones. Personalisation remains crucial, but adding personality makes the difference between being ignored and starting conversations.
Email Campaigns That Actually Get Opened
Subject lines are your first chance to inject personality. Instead of “Follow-up: Marketing Services Proposal,” try “Following up (before you delete this like the others).” It acknowledges the reality of overflowing inboxes while showing self-awareness.
In the email body, use humour to address objections before they arise. “You’re probably thinking this sounds too good to be true. Don’t worry, we’re not pyramid scheme enthusiasts or crypto bros. We just happen to be quite good at B2B lead generation.”
Cold Calling: Breaking the Ice with Warmth
Cold calling scripts shouldn’t sound robotic, but adding humour requires careful balance. A light opening can disarm prospects: “I know cold calls are about as welcome as a parking ticket, but I promise this one’s different.”
The goal isn’t to become a comedy act but to be memorable and human. Most cold callers sound identical, so a touch of personality immediately sets you apart.
Making It Work for Your Business
Start small. Test humorous elements in less critical communications first. Monitor response rates, engagement levels, and feedback. What works for one audience might fall flat with another.
Remember, humour in B2B isn’t about being funny for the sake of it. It’s about being human, memorable, and approachable while still maintaining professionalism. When done right, it transforms your outreach from forgettable noise into engaging conversations that generate real results.
