← Back to Trends
The Breakdown
Trend · B2B gets funny (and social)
B2B marketing is finally allowed to be funny
B2B: business-to-business
Marketing Week ran two stories in a week on humour becoming B2B (business-to-business)'s ‘weapon of choice’, plus a study naming social as B2B's top brand-building channel. Business buyers are people too.
3 min readOur analysis and study notes, not news reporting
The TL;DR (too long; didn't read)
- Humour cuts through in a category known for being dull.
- The best B2B jokes start from a real industry truth.
- Social is where B2B brands are building fame.
01
Why humour, why B2B?
B2B ads are often interchangeable: stock photos, jargon, ‘solutions’. Humour makes a brand distinct and memorable.
Read the original reporting
- ‘Nothing to lose’: How humour became B2B’s weapon of choice ↗
Marketing Week · 24 Sept 2026
- A funny B2B campaign starts with a sideways look at the truth ↗
Marketing Week · 24 Sept 2026
- Social top brand building channel in B2B, study finds ↗
Marketing Week · 28 Sept 2026