B2B marketing has a reputation, and not a good one.
Stuffy. Serious. Predictable.
But it doesn’t have to be!
B2B brands that embrace humor in marketing are seeing stronger engagement, better brand loyalty and, surprisingly, more sales.
Humor isn’t just for consumer brands or Super Bowl commercials. It’s a powerful tool B2B companies can use to humanize their message, stand out in a crowded market and make lasting impressions.
If you think “funny marketing” has no place in B2B, it’s time to think again.
The Business Case for Humor in B2B
Humor isn’t just a nice-to-have. It’s a proven driver of real business results, even in industries where professionalism and precision are non-negotiable. Research shows that funny marketing isn’t just memorable, it actually moves the needle.
According to The Happiness Report, brands that use humor see an 80% increase in customer loyalty. Even more telling, 72% of people say they would choose a brand that made them laugh over a competitor. In a crowded B2B marketplace where products and services often look and sound similar, humor creates the emotional spark that helps buyers remember your name when it’s decision time.
Humor also amplifies reach. A clever ad or witty piece of content is far more likely to get shared than another dry whitepaper. Just think about the last ad that stuck with you. It probably wasn’t the one explaining cloud infrastructure in technical jargon. When done well, humor turns passive audiences into active advocates, multiplying brand exposure without multiplying ad spend.
In short, humor isn’t just about getting laughs. It’s about getting results.
Why Humor Connects: The Psychology Behind the Laughter
At its core, humor is human.
And in B2B marketing, that’s exactly what most brands forget. They aren’t selling to faceless corporations, they’re selling to people. Humor taps into the emotional drivers behind decision-making, helping brands break through logical defenses and build genuine connections.
Humor humanizes a brand. It strips away the sterile, jargon-heavy language that dominates B2B communication and replaces it with personality. When you make someone laugh, you remind them there’s a real person behind the logo. And people always prefer to do business with people they like.
Humor also creates resonance, a critical aspect of emotional marketing. A laugh triggers a quick burst of joy, lowering resistance and boosting receptiveness. It’s the emotional equivalent of opening a window on a stuffy day. Studies show that emotionally charged experiences, especially those tied to laughter, are more likely to be remembered, helping brands stick in the minds of decision-makers long after the sales pitch ends.
Shared humor builds shared identity. Inside jokes, common frustrations and “you had to be there” moments strengthen the bond between brand and audience. That’s why memes about chaotic client feedback or tech headaches travel so fast through LinkedIn feeds. They tap into a collective experience. Creators like Corporate Natalie have built entire followings around these relatable moments, turning the shared pain of Zoom culture, awkward emails and endless meetings into viral comedy that resonates with professionals everywhere.
Finally, humor offers escapism. In a business world full of tight deadlines, high stakes and endless Zoom meetings, offering a moment of levity makes your brand a welcome presence, not another task to manage.
At a time when attention is the ultimate currency, making someone smile is one of the smartest investments a B2B brand can make.
Overcoming the Fear of Being Funny
According to industry research from Oracle and Gretchen Rubin, 95% of business leaders worry that humor could backfire by offending audiences, missing the mark or undermining their credibility.
Their fear isn’t unfounded. Humor is subjective, cultural and occasionally risky. But avoiding humor altogether comes with the risk of being forgettable. Fortunately, smart strategy can help brands be funny without being reckless.
The first step is knowing your audience. Humor that resonates with a tech startup in San Francisco might flop with an executive board in Frankfurt.
That’s where empathy mapping comes in. It’s a technique that helps marketers understand what their audience thinks, feels, fears and wants. By leaning into emotional marketing, brands can craft humor that feels natural, not tone-deaf.
Just as importantly, humor should always align with your brand voice. If your brand is usually formal and serious, suddenly posting knock-knock jokes will feel jarring. Instead, find opportunities for light, clever touches that enhance your existing personality.
The truth is, the safest path to effective, funny marketing is not to play it safe. It’s to play it smart.
Types of Humor in B2B Marketing That Work
Not all humor is created equal. The key to using humor in marketing successfully, especially in B2B, is choosing the right style for your brand and your audience. Luckily, you don’t have to reinvent the wheel.
Most effective brand humor falls into seven classic styles
- Comparison – Highlighting an exaggerated contrast between two things.
- Outdated software compared to sending smoke signals.
- Weak passwords likened to leaving your front door wide open.
- Slow internet “slower than your grandpa’s flip phone.”
- Personification – Bringing inanimate objects to life.
- A server that “throws a tantrum” when overloaded.
- An inbox narrating its existential dread.
- A printer sulking in the corner like it knows it’s about to jam.
- Exaggeration – Taking a truth and blowing it wildly out of proportion.
- A minor workflow delay portrayed as a full-on office apocalypse.
- A meeting about meetings depicted as a hostage situation.
- A minor typo portrayed as a career-ending catastrophe.
- Puns and Wordplay – Simple, timeless and effective.
- Noble Studios’ “Nintex Flex” campaign for Nintex.
- “Phish & Chips” a fictional IT security lunch-and-learn with a pun on phishing.
- “Cloud Nine Solutions” SaaS branding that implies both happiness and cloud tech.
- Sarcasm – A biting, knowing tone that connects through shared frustration.
- “Because chasing down approvals is everyone’s dream job.”
- “Let’s circle back—for the 14th time.”
- A training video welcoming you to “the most exciting 347-slide presentation of your life.”
- Silliness – Acting a little ridiculous on purpose.
- An over-the-top “printer jam emergency squad.”
- An exaggerated “coffee break automation device.”
- An HR video delivered in a song-and-dance format.
- Surprise – Subverting expectations in a clever way.
- A serious case study that suddenly takes a funny left turn.
- A CEO video interrupted by an employee flash mob.
- A case study video morphing into a mockumentary.
At the end of the day, humor in B2B marketing isn’t about being the class clown—it’s about being memorable, relatable and human.
Case Study Highlights: Funny Marketing in Action
It’s one thing to talk about humor in marketing, it’s another to show it working in the wild. These examples demonstrate how humor can elevate even the driest B2B offerings into something distinctive, shareable and effective.
Squarespace: The Singularity (2024)
Squarespace took the rise of AI and turned it into a clever sci-fi parody. The spot blends sleek production with tongue-in-cheek commentary about digital tools “creating websites for other websites.” It makes fun of industry hype while reinforcing the brand’s user-friendly value. Humor here disarms fear and celebrates simplicity.
Intuit: Powering Prosperity (2024)
Intuit showcases how it helps small businesses grow by framing its services within an epic, over-the-top musical number. It takes something mundane like small business finances and turns it into a Broadway-style production. The exaggeration is intentional, and it works by making the brand approachable and memorable.
Acrobat: Own the Awkward (2024)
This campaign shines by dramatizing awkward professional moments with deadpan delivery. By showing cringeworthy but relatable scenarios and contrasting them with Acrobat’s ability to streamline workflows, Adobe uses dry humor to humanize its product and show empathy for everyday business frustrations.
When done right, humor becomes more than entertainment. It becomes an asset—a creative differentiator that helps brands not just get noticed but remembered.
Practical Tips for Adding Humor to Your B2B Branding
So you’re convinced that humor in marketing works. But how do you actually pull it off in your B2B content strategy without falling flat?
Here are some tried-and-true ways to make your brand funnier and more effective, without losing professionalism.
Start with Strategy, Not Punchlines
Funny marketing doesn’t begin with a joke. It begins with audience insight. Use tools like empathy mapping to understand what your audience finds relatable, frustrating or ridiculous. The better you know your buyer, the better you’ll know what makes them laugh and what might miss the mark.
Stay True to Your Brand Voice
If your brand is thoughtful and authoritative, don’t suddenly become a stand-up comic. Humor can still fit, just tailor it to your tone. A dash of wit, a clever turn of phrase, or a well-placed pun can go a long way without feeling off-brand.
Play with Format, Not Just Words
Humor isn’t just in the copy. Visual gags, surprising layouts, video editing tricks, or even timing in social posts can create comedic moments. A funny concept executed in visuals can often transcend language and resonate faster.
Pilot and Pressure-Test
Before launching, share humorous content internally or with a trusted segment of your audience. Does it land? Does it offend? Early feedback can save you from a public misstep and give you the confidence to go live.
Use Humor Throughout the Funnel
Don’t limit laughs to top-of-funnel awareness campaigns. Humor can drive engagement across the journey, from landing page headlines to nurture emails to explainer videos. The key is consistency. A cohesive tone builds trust, even when it’s playful.
Watch and Learn from the Best
Keep a folder of campaigns that made you smile, especially in B2B. Ask yourself, what made it work? Was it timing? Language? A shared truth? Learning from great “funny marketing” can sharpen your instincts and inspire fresh ideas.
The best marketing isn’t about trying to be hilarious—it’s about being relatable, human and bold enough to break the mold. When you do that, the laughs (and leads) tend to follow.
It’s Time to Lighten Up (Strategically)
In a world full of jargon, noise and lookalike solutions, humor is more than a gimmick—it’s a competitive edge. The data is clear that humorous marketing gets shared more, remembered longer and is loved by customers. It builds meaningful connections in a business world that too often forgets the “person” behind the purchase.
Yes, humor in B2B takes courage. But it also takes craft. You need a strategic Brand team that understands who you are and an innovative Creative team to bring the vision to life.
If you’re ready to break away from the boring, we’re ready to help you find your voice and make your audience smile. Reach out to Noble Studios about how to make your B2B brand unforgettable with a little well-placed humor.
