Would you believe us if we said that B2B doesn’t have to be boring?
Those three letters have a bit of a reputation, don’t they? Dry. Formal. Packed with jargon. And let’s be honest, sometimes a little bit boring 🫣
But we’re here to tell you it doesn’t have to be that way.
Your brand can still mean business and show some personality. It can be fun, relatable, and even make people smile, all while delivering real value.
There’s a growing group of B2B brands proving that you don’t have to stick to the script. They’re stepping away from the corporate-speak, leaning into what makes them unique, and showing up like actual humans. And it’s working.
Not just in a “that tweet made me laugh” kind of way, but in a “I actually want to know more about this brand” kind of way.
So, how do you do that without losing credibility? It starts with showing a bit more personality. When you make your brand feel more human, you make it easier for people to connect with you.
Let’s take a look at how some B2B brands are doing this brilliantly and how you can too.
1. Take a Human-Led Approach with Your Tone of Voice
Think of your brand as a person at a networking event. How do they introduce themselves? Are they full of energy and ideas, or a little more calm and considered? Whatever their style, they should sound like someone worth talking to.
Behind every B2B decision is a real person, someone who’s probably had their fill of corporate waffle. A human tone of voice cuts through that. It’s clear, it’s confident, and it actually feels like it was written by someone you’d want to work with.
You can be professional and still let your brand’s personality shine through. Speak like a person, be relatable, and remember that people buy from people.
Example: Salesloft
Salesloft is a great example. Their social tone is smart, punchy, and has just the right amount of sass. It grabs attention without trying too hard. Then, when you head to their website, the tone shifts slightly, it’s more focused and practical, but still feels human. They’ve clearly thought about where people are in their journey and how they want to be spoken to. Smart move 😎
2. Be Playful with Your Content
You don’t need to go viral to make your content more engaging. You just need to stop posting the same old stuff and try something different.
If every blog, email or LinkedIn post sounds like the one before it, chances are your audience is tuning out. So, shake things up. Use infographics. Share behind-the-scenes moments. Try something trend-led. Give people a reason to stop scrolling.
Example: Zappie
Zappie nails this, especially when it comes to recruitment. Their posts show what it’s really like to work there, and they do it with personality and energy. They tap into culture, show off their team, and bring a genuine sense of fun. It’s the kind of content that makes people think ‘if I can’t work for them, I definitely want to work with them.’ and the value in that is immense!
3. Use Humour to Humanise Your Brand
Humour is one of the easiest ways to make your brand feel more human… If you get it right. It helps you stand out, builds trust, and shows there are real people behind the business.
That doesn’t mean turning into a stand-up act. The most effective humour feels natural and fits both your brand and your audience. Sometimes, a simple, well-timed line can connect more than a carefully crafted sales message.
Example: HubSpot
HubSpot is great at this. Their social posts are genuinely funny, but also smart and totally in tune with their audience. Through humour they’re showing that they understand the day-to-day challenges of their customers. That’s what makes their humour land.
4. Make It Memorable with Playful Campaigns
If your campaign looks and sounds like every other campaign you’ve ever done, it probably won’t get much attention. So don’t be afraid to do something different.
That might mean using an unexpected format, flipping a familiar message, or just presenting your offer in a more interesting way. The goal isn’t to be outrageous. It’s to be creative in a way that still makes sense for your brand.
Example: Slack
Slack’s “So yeah, we tried Slack” campaign is a perfect example. It’s filmed in a mockumentary style and follows a real customer using Slack for the first time. It’s clever, funny, and packed with real-life insights. More importantly, it still clearly shows what Slack can do. That’s how you make playful marketing actually work.
B2B Can Be Brilliant
At the end of the day, B2B doesn’t need to be bland. It’s not about being quirky for the sake of it—it’s about sounding like someone your audience would actually want to talk to.
So drop the jargon. Be a little bolder. Let your personality come through.
Because when your brand feels more like a person and less like a corporate machine, you don’t just get noticed—you get remembered.
