Written by: Vickie Sullivan  |  June 03, 2025

How to Use Humor in B2B Marketing to Build Credibility and Connection

Most of us already use humor in conversations, presentations, or team meetings. We know it builds rapport. That’s especially so when you use humor in B2B marketing to make complex topics feel more human.

But how do you use humor at scale? How does it land in content marketing—especially in B2B?

A recent DesignRush article has some ideas for using humor in B2B marketing more strategically. The answer starts with an interesting quote from April Ray, chief problem solver at Intentional Marketing:

“B2B marketing can sometimes feel overly polished or heavy on corporate jargon, and memes cut through that. … The key is to understand your industry’s inside jokes, frustrations, and everyday struggles.” (Emphasis is mine.)

By focusing on those three things—inside jokes, frustrations, and everyday struggles—we do more than get a laugh. We show empathy. We prove that we understand what our clients go through—that we know their world well enough to poke fun at the unspoken. And that kind insider perspective makes our insights feel more relevant and real.

We are in an era where facts alone don’t create credibility. Folks must believe that we know their world. Using humor in B2B marketing is a low-risk way to show that we do.

Now Read This:

• The Last Barf Bag: How Humor Transforms Content Marketing
• Brand and Message Strategy for Thought Leaders

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