Rather than a feature-focused launch, Loom's campaign for its AI note-taker addressed a higher-level emotional need: the anxiety of preparing for and returning from vacation. This B2B strategy connected a functional tool to a relatable human experience, making the marketing more resonant.

Marketers mistakenly assume B2B industries like finance are dull. In reality, these sectors are filled with compelling human stories about hopes, dreams, and innovation. The perceived lack of creativity is a massive competitive advantage for marketers willing to find and elevate these narratives.

Bizzabo created a campaign personifying the frustrations of its main competitor's customers. By directly addressing specific pain points heard in sales calls, the campaign resonated deeply with prospects and highlighted Bizzabo's superior solutions in a memorable, targeted way.

A study showed a purely emotional bank ad drove higher scores on rational attributes like "good customer service" than an ad that explicitly stated those facts. Making consumers feel good about a brand leads them to assume the rational proof points are also true.

B2B marketing often assumes a sterile, professional-only mindset. This is flawed. The same person scrolling LinkedIn during the day also binges consumer entertainment at night. B2B content should embrace humor and personality, recognizing that you're always marketing to the same multifaceted human being.

Unlike typical consumer ads, San Francisco's outdoor advertising is dominated by niche B2B startups. They accept that 95% of viewers are irrelevant to reach a high concentration of VCs and tech talent, signaling a strategic return to immeasurable brand awareness over direct-response marketing.

Brands, particularly in B2B, are often too serious and miss the power of humor. Laughter releases bonding hormones like oxytocin, creating an instant connection with an audience. It's a universal language that can dissolve conflict and make a brand more human and memorable.

Rather than using formal focus groups, Float validated its bold billboard concepts by involving a small group of existing, friendly customers in the creative process. This provided crucial feedback and built conviction without incurring significant extra cost or time.

When considering transit ads, Float realized their finance leader audience wouldn't be riding the bus, but driving behind it in traffic. They strategically bought ad space on the exterior of buses to maximize "dwell time" for commuters, a nuanced take on reaching a specific B2B persona.