Why Humor Works in B2B Marketing | Refine Labs

The Case Against Playing It Safe

The common misconception people have about B2B marketing is that it has to be creatively safe and tediously corporate, because anything to the contrary would put precious ad dollars at risk.

Well, we at Refine Labs are here to break the stigma. Because as it turns out, playfulness and pipeline aren’t mutually exclusive. Our customers would agree.
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Within such a crowded market, ads that take themselves too seriously only add to the noise. It’s the ones that experiment with tone that truly stand out and stop the scroll. Memorability is the name of the game.

Our theory: When it comes to creating a campaign, humor is the difference between unforgettable and unremarkable.

Believe it or not, folks, you can have fun and get a laugh while still turning a profit. Who would’ve guessed?

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The Demand Case for Humor‍

With seemingly every marketer obsessed with optimization, growth, and efficiency—few are willing to make a leap and do anything different. And as a result, most ads you see on your feed just aren’t, well…interesting.

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Generic is reliable, and reliable is better for your bottom line. But in the long run? Not so much. Because when all your brand pumps out is stale content, that’s all you’ll be known for.

Humor breaks the sea of sameness in B2B land. It makes ads more memorable, improves recall, boosts shareability, and helps reduce spend by lowering ad fatigue and driving conversion.

In other words, silly sells.

Now, let’s talk about what this means from a creative standpoint.‍

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The Creative Case for Humor

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The other misconception people have is that injecting humor into your creative can cheapen or trivialize your brand, such that buyers and competitors alike wouldn’t take you seriously.

Really?

It’s as if posting a meme is tantamount to putting on a red wig and a clown nose.

We’d argue the opposite is actually true. Lacking real personality, avoiding humor at all costs, refusing to do anything remotely interesting—THAT cheapens your brand.

You’ll only lose your audience if your sense of humor doesn’t fit your voice and tone. For example, Gen Z brainrot probably wouldn’t work for Salesforce, but a brand like Slack or Figma might be more forgiving. Know your lane and stick to it.

The most memorable brands aren’t ones you sit across from in a surgically lit boardroom. They’re the ones you crack jokes with over pastrami sandwiches.

They’re funny. They’re approachable. But most of all, they’re real.‍

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Final Thoughts‍

In advertising, humor works.

Just ask Wendy’s. Or Duolingo. Or heck, even Amazon.

And if that’s not enough, the Journal of Business Research found that more than 70% of B2B buyers consider humor an effective advertising tactic. But according to IPG Mediabrands’ Kara Manatt, only 36% reported seeing humor in B2B ads regularly.

That’s telling. It doesn’t just show appetite—it shows opportunity. Almost three-fourths of the market look for funny ads, but only about one-third sees them.

Why?

Once again, it all goes back to apprehension. Marketers are afraid of losing credibility or status. But that’s just pride talking.

There appears to be a conflation of professionalism with stoicism. But professional doesn’t mean boring. An untucked shirt can still be buttoned up.

At the end of the day, brands are supposed to be human. Even in B2B, there’s another person on the opposite end of those ads. Banter with them, make them laugh, and you’ll earn their trust. It’s that simple.

Legendary ad man and forefather of modern demand David Ogilvy once said, “The best ideas come as jokes. Make your thinking as funny as possible.”

You heard the man. It’s guffaw time.

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Learn more at www.refinelabs.com. Connect with us on LinkedIn and YouTube.
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