How B2B Brands Can Break Free from Boring Marketing and Drive Significant ROI
B2B marketing often struggles with the perception of being boring, overly corporate, and lacking in creativity. However, as Dan Knowlton of Knowlton demonstrated during his session at SocialDay, it doesn’t have to be that way. By embracing innovative strategies and a creative mindset, B2B companies can not only stand out but also achieve significant returns on investment (ROI). Drawing from Dan’s experiences and successful campaigns, here’s how even the most "boring" industries can transform their social media presence and generate over £1 million in new business.
The B2B Marketing Dilemma: Breaking Free from the Mundane
Traditional B2B marketing is often synonymous with talking head videos, dense white papers, and uninspired case studies—content that, while informative, rarely captures the audience's attention. Yet, as Dan Knowlton emphasised, "B2B doesn’t have to be boring. Creativity and a willingness to try new things are essential."
B2B buyers, like all audiences, crave content that resonates on a personal level. The challenge for B2B marketers is to break away from these conventional approaches and create content that not only informs but also entertains and engages. This shift is crucial for cutting through the noise and making a lasting impact in today’s crowded digital landscape.
Advertainment: The Power of Entertaining Advertising
One of the most effective strategies Dan Knowlton introduced is "advertainment"—a blend of advertising and entertainment. This approach turns conventional marketing on its head by focusing on content that entertains while subtly selling the product or service.
In one notable example, Dan shared a campaign for an industrial safety glove company, a product that could easily be considered mundane. Instead of a technical, dry presentation, the campaign used humour to exaggerate the consequences of not using the gloves, such as a character in a full-body cast struggling with everyday tasks. The result? "Advertainment creates a positive brand experience that leads to more effective conversions," Dan explained.
The campaign was memorable, engaging, and, most importantly, successful in communicating the product’s value in a way that stuck with the audience.
Implementing Advertainment in Your B2B Strategy
To successfully integrate advertainment into your B2B marketing, Dan Knowlton suggests focusing on a few key strategies:
Start with the Audience: What’s in It for Them?
Before producing content, always ask: What value does this offer my audience? Whether it’s education, entertainment, or a mix of both, the content must resonate with the audience's needs and desires. Dan highlighted how critical it is to shift the focus from what the product is to what it means for the customer. "Always focus on what your customers actually care about," he advises.
For instance, rather than listing technical features, showcase how your product or service solves real problems in a relatable way. This customer-centric approach not only makes your content more engaging but also more effective in driving conversions.
Draw Inspiration from Unlikely Sources
Some of the most successful B2B campaigns draw inspiration from outside the typical B2B playbook. By looking to popular culture, consumer brands, or even social media influencers, B2B marketers can find fresh, creative ideas that stand out.
In one campaign, Dan’s team was inspired by TikTok creator Jack Joseph, whose comedic sketches led them to create a parody video that resonated with their target audience. The campaign, while humorous, was carefully crafted to meet specific business objectives, resulting in significant engagement and new business leads. "Don’t limit your creativity to industry norms. Look outside your sector for fresh inspiration," Dan suggests.
Securing Stakeholder Buy-In: A Four-Step Framework
Innovative marketing strategies often require buy-in from key stakeholders, which can be challenging, especially in traditional B2B environments. Dan Knowlton provided a practical four-step framework to help marketers secure approval for new approaches:
Clarify Costs: Stakeholders need to know the resources required for any new initiative. Whether you’re using an in-house team or an external agency, provide a clear estimate of the costs involved. "Understanding the financial commitment upfront is crucial for getting buy-in," Dan advises.
Reallocate Budget: Rarely can you pull new budget out of thin air. Dan recommends auditing your current marketing spend to identify areas that aren’t delivering a strong ROI. Propose reallocating funds from these less effective activities to support the new initiative. "You may find there are activities you can stop doing, freeing up budget for more impactful strategies."
Present Evidence: To convince decision-makers, it’s essential to show data-backed evidence that similar strategies have worked for others. Use case studies, industry reports, or examples from your competitors to build your case. "Data-driven examples can be incredibly persuasive," says Dan.
Define Responsibility: Finally, clarify who will be responsible for the new initiative. Whether it’s you or someone else in the team, make sure the ownership is clear. This not only reassures stakeholders but also ensures accountability. "Knowing who will take charge of the project helps alleviate concerns about execution."
Allocate 20% of Your Efforts to Experimentation
Another key lesson from Dan’s approach is the importance of dedicating a portion of your marketing efforts to testing new strategies. At least 20% of your marketing activities should be focused on trying something completely new—whether it’s a different platform, a new content format, or an unconventional campaign idea.
Dan’s team, for example, launched a podcast called "Business Anchors" as a 20% experiment. Initially, the podcast didn’t generate immediate returns, but over time, it built a loyal audience and led to significant business opportunities, proving the value of stepping outside the comfort zone. "Innovation requires experimentation. Dedicate a portion of your efforts to trying something new," Dan advises.
Dare to Be Different
Finally, Dan Knowlton emphasised that the B2B brands that dare to be different are the ones that will stand out and succeed. In a market where many companies play it safe, taking risks with your content and trying new approaches can set you apart from the competition.
This doesn’t mean being different for the sake of it, but rather, being bold enough to challenge the status quo and explore creative avenues that align with your brand’s values and goals. "Those who dare to be different are the ones who will overtake their competitors," says Dan.
Final Thoughts
Dan Knowlton’s insights demonstrate that B2B marketing doesn’t have to be boring. By embracing advertainment, focusing on customer value, drawing inspiration from unconventional sources, and dedicating efforts to experimentation, B2B brands can create content that not only engages but also drives substantial ROI. So, the next time you’re planning a B2B campaign, remember: it’s not just about what you say, but how you say it that makes all the difference.
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