Time to get serious about humour: Heather Barnett on the power of humour to influence B2B buyers

Summary

In this episode of the Trust and Influence in B2B podcast, host Joel Harrison speaks with Heather Barnett, a freelance copywriter known for her humorous approach to B2B marketing on LinkedIn. They discuss the importance of humour in engaging audiences, the challenges of using humor in a corporate environment, and how humour can help build a community among marketers. Heather shares her journey in B2B marketing, the evolution of her content creation, and the impact of her humorous videos on her professional reputation. The conversation emphasizes the need for authenticity and the potential for humour to break down barriers in communication.

Takeaways

• Humour is a powerful tool in B2B marketing.
• Building a community through humour can enhance engagement.
• Marketers often fear taking risks with humour due to corporate culture.
• Authenticity in communication is crucial for connection.
• Using simple language can make messages more relatable.
• Humour can help break down barriers in professional settings.
• Experimenting with humour can lead to innovative marketing strategies.
• The first attempt at humour may not always succeed, but it's a learning process.
• Supportive organizations encourage creative risk-taking.
• Humour can make the workplace more enjoyable and relatable.

Chapters

00:00 - Introduction to Humour in B2B Marketing

02:42 - Heather Barnett's Journey in B2B Marketing

05:33 - The Impact of Humour on Social Media Engagement

08:18 - Navigating Humour in Professional Settings

11:16 - The Role of Creativity in B2B Marketing

14:08 - Client Receptiveness to Humour in Copywriting

15:30 - The Role of Humour in B2B Marketing

18:28 - Breaking the Jargon Barrier

21:10 - From Digital to Live: The Evolution of Performance

25:23 - Encouraging Humour in Marketing

28:50 - The Power of Humour in B2B