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B2Bold: B2B doesn’t have to be boring

B2B content is boring.

There, we said it.

Uniform LinkedIn posts, jargon-stuffed webinars, and white papers so boring they could be used as a mild sedative.

It’s time for a change.

The idea that creativity is only for the biggest consumer brands (with the largest budgets) is a myth. Research repeatedly shows that B2B campaigns that are memorable, emotive, and creative are the most effective at driving business results.

Despite being an industry built on innovation, too many B2B tech brands are falling back on the same tired techniques, failing to experiment, and refusing to try something new.

That’s where we come in.

The Wildfire team is championing B2B creativity, pushing the world’s tech businesses to think bigger and think bolder

B2B content shouldn’t put you to sleep

We’re taking a stand against uninspired B2B content and campaigns, reminding tech businesses that their customers are crying out to be engaged and entertained.

As part of an ongoing awareness campaign that B2B doesn’t need to be boring, we partnered with ASMR influencer Charlette Kilby (aka WhisperAudios) to create the world’s first B2B ASMR sleep video.

Charlette used her dulcet tones to read out years of tedious B2B marketing collateral, from dreary whitepapers to tedious LinkedIn posts. Perfect for putting your customers to sleep.

Ok, so this was a bit of fun, but there’s a serious message here.

ASMR is a format that you would never expect to work in B2B — and yet here we are.

It’s surprising…It’s engaging…It’s a little bit dumb, but it’s conveying a message that you’ll remember. If B2B brands want to be memorable and want to get cut through, they need to get creative. That means thinking outside of the usual blogs, whitepapers, and LinkedIn ad campaigns.

B2B technology — a bold new world

The biggest mistake tech brands make is assuming that B2B buyers are themselves boring.

Due to the complex nature of B2B buying, we tend to see these individuals as cold, calculating robots interested only in facts, logic, and where your brand sits in some omnipotent magic quadrant.

Bullshit. Half of B2B buyers (48%) say they are bored by the content they receive from tech brands. B2B buyers aren’t robots…they’re consumers. They want to be surprised, delighted, and engaged.

Don’t believe us? Well, luckily for you we’ve pulled together a selection of the most effective — and creative — B2B PR campaigns. These campaigns delivered more leads and more awareness than any whitepaper or blog ever could.

Check out our interactive case book below:

Tech PR that thinks bold

Tech brands are on the cusp of something great. All they need is the motivation to get creative.

Creativity isn’t a nice to have, it’s essential for successful communication. All you need now is the right partner to make that happen.

The best creative campaigns come from a team effort. From surrounding yourself with individuals who think creatively, get your tech, and who understand your business’ needs. That’s where we come in.

Want to know more? Check out our award-winning B2B case studies. Or, if you’re ready to take the next step, why not drop us an email. We’d love to chat about your next creative campaign.

B2B Creativity - Contact Wildfire PR

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Wildfire Labs explores intelligence, insights and trends from the world of tech marketing and PR. Articles and content by Alex Warren, Tim Richardson, Rebecca Quin and Paula Fifield. If you'd like to learn more about any of our trends or our team, contact