How to introduce more personality into your B2B marketing efforts

By our News Team | 2023

Business-to-business strategies tend to be serious – and similar. Maybe it’s time to include a bit more ‘vibe’ into your endeavours?

B2B marketing, with its focus on the likes of white papers and case studies, can sometimes seem a little bland and predictable. So, is there a way to introduce more ‘personality’ and ‘vibe’ from time to time?

Writing in Entrepreneur magazine, Lindsay Tjepkema, CEO and co-founder at Casted, a podcasting and video platform for B2B marketers, lists some strategies she believes can liven up a company’s B2B efforts. Among them:

B2B Marketing

Photo by Godisable Jacob from Pexels

Put a human face on your marketing


You’ve heard the saying that people don’t buy from companies, they buy from people. To capitalise on this truism, incorporate marketing approaches that put names and faces to your brand. 


For example, you could always go the route of starting a corporate podcast or video show hosted by one or more executives. We’ve seen a landslide of brands creating shows for this very reason.


In addition to a podcast, you could also try to humanise your brand by spotlighting employees on social media. You might even want to let some of your team members conduct marketing-approved social ‘takeovers’. 


This allows your target audience to see your company from an insider’s perspective. It might just be the one thing that differentiates you from your competitors in prospects’ minds.


Spice up your storytelling skill set


We all love a good story. We all remember a good story, too. It’s much harder to remember a PowerPoint slide filled with numbers than it is to recall a fabulous tale that really hits home. Therefore, rethink all your narrative content. Is there a hidden story that you could tease out?


Lean into appropriate emoji use


Emails that incorporate emojis are opened more frequently than those that don’t contain emojis. The reason is simple: They look more inviting – more human. It’s the same principle that causes Facebook posts with images to receive more engagement. People tend to tune out text. But they respond to visuals.


This isn’t to suggest that you should cover your next B2B email drip campaign with emojis. Emojis must be used tactically and tactfully. Nevertheless, it might make sense to drop an emoji here or there, depending on the content you’re creating and the brand you represent. 


You can always try an old-fashioned beta test, with and without an emoji, on a small audience segment to see if you get a lift from using digital pictograms.

You can read the full article here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.