Traditionally marked by stiff graphics, overly rational language, and corporate jargon, B2B marketing has seen a movement gaining momentum: fun B2B marketing. This strategy uses humor and creativity to communicate complex solutions in a more human and memorable way, without compromising credibility or professionalism. Digital-native technology companies and startups are challenging monotony to build brands that are closer, more modern, and accessible, without sacrificing the trust and value delivery that the corporate environment demands.
In pursuit of more creative and agile communication—with both clients and collaborators—these companies have begun incorporating humor into campaigns, social media, and even internal communication. Following this trend, Agência Sabiá has shown that it's possible to laugh, create real connections, and still close good deals.
What is fun B2B marketing?
Fun B2B marketing is an approach that uses humor, creativity, and lightheartedness to communicate complex solutions between companies, without losing clarity or professionalism.
Instead of exclusively adopting the traditional serious tone of the corporate environment, this strategy incorporates more casual language, creative narratives, and even memes to convey messages in a more engaging way. The goal is not to trivialize the business, but to make it more accessible, memorable, and human.
This approach can manifest in advertising campaigns, digital content, social media interactions, and even in sales presentations and meetings, creating communication that stands out not only for what it says but for how it connects with those on the other side.
Pleasant and memorable advertisements test likability and become strong indicators of customer and employee engagement. This engagement directly reflects well-being, helps build positive brand memories, and makes relationships more authentic, creating space for opportunities and sales growth.
How to find humor in B2B creative?
Humor has begun to gain space in B2B marketing as a response to the evolution of the market itself and the profile of the companies that comprise it.
According to Pedro Braga, executive director and founder of Agência Sabiá, B2B was historically recognized for its highly rational and technically results-oriented approach. However, with the market's maturation and the entry of startups and native digital companies, this scenario began to change.
These transformations were driven by the need for differentiation in an increasingly competitive environment and by the internal changes within organizations themselves, now comprised of younger, agile teams open to new forms of communication. In this context, humor emerges as an effective strategy for engaging with this new customer profile and reflecting the maturity of a more diverse market.
Braga emphasizes that using humor requires sensitivity and a deep understanding of the audience. It's not about making random jokes, but about using emotional tools—including humor—to convey messages more effectively and relevantly.
To understand how this works in practice, it's worth observing how two companies supported by the Agência Sabiá "nest" use humor in different communication channels.
How does humor strengthen Tsoft's B2B presence on social media?
Tsoft uses humor on social media as a form of empathy, bringing the brand closer to its audience and humanizing communication in the B2B market.
The company, which operates in the information technology sector, has adopted a bold and humorous approach on its digital channels. Mariana Murias, director of services at Tsoft, explains that this strategy helps create a lighter atmosphere in interactions and strengthen connections with business clients.
According to her, humor is not only well-received but also valued by the B2B audience, as long as it is used with intelligence and respect. The company realized that fun communication can coexist with professionalism and technical competence.
The adoption of this approach brought initial challenges, especially in balancing creativity and seriousness. With the guidance of Agência Sabiá, Tsoft managed to adjust its tone and consolidate a stronger digital presence, resulting in organic growth and a more consistent brand image.
“We've observed that the increase in engagement generated by our relaxed approach translates into an improvement in conversions. When customers identify with this ‘out-of-the-box’ communication, they share our publications, actively participate in conversations, and even suggest ideas to expand the content,” states Mariana Murias.
How can humor be integrated into teams' daily lives, as in the case of NTSec?
NTSec incorporated humor into its internal communications as a way to humanize the environment and strengthen employee engagement.
Operating in the highly competitive information security market, the company innovated by using custom memes and stickers, developed by Agência Sabiá, as tools to break through the sector's typical austerity. The pieces were created based on the employees' own identities, which reinforced the sense of belonging and closeness.
Eduardo Silva, marketing director at NTSec, explains that the strategy stemmed from the intention to humanize internal communication. WhatsApp, the company's main internal channel, began to be used more creatively, making messages more accessible and effective.
“Stickers and memes reinforce important messages that might not have the same reach through more formal channels, like email. Besides making communication lighter, they stimulate interaction between different regions and bring together physically distant colleagues,” highlights Eduardo.
By integrating their own employees into the humorous messages, the company created a more authentic and collaborative environment. The result was an increase in internal engagement, a more positive organizational climate, and direct impacts on customer service.
“The most important thing is to understand the language of your market and adapt it with common sense and wisdom. We believe we are on the right track, with lightness, creativity, and intelligence,” he concludes.
Is the future of B2B relationships really fun?
The future of B2B marketing points towards more human, light, and authentic relationships, without losing depth or value delivery.
As more companies adopt humor as part of their strategy, it becomes clear that fun is not exclusive to B2C. Cases like those of Tsoft and NTSec show that it's possible to break excessive formalism and, at the same time, strengthen business relationships.
Pedro Braga also highlights the cultural context of Latin America, characterized by a naturally good-humored people. For him, it is natural for companies in the region to incorporate these traits into their communication strategies, especially when seeking to attract talent and engage with younger audiences.
Humor, Braga reiterates, does not compromise the seriousness of delivery, it merely transforms how that delivery is communicated. In an increasingly competitive market, knowing how to laugh—with purpose—can be a powerful differentiator.
If life is short, why make business boring? B2B marketing shows that it's possible to laugh in the office, build real connections, and still close big deals.
