Tues 25 Jun 2024 11:00am UK time

Close your eyes and imagine a world where B2B isn’t boring.

Over the years, B2B marketing has garnered a reputation for being a bit dull, uninspired and yawn-inducing. But recently, something in the air has changed…

“We used to create shit B2B content,’ says Dan Knowlton, co-founder and CMO of Knowlton. “But then we discovered this unique approach in 2017.”

It wasn’t until they created an entertaining, funny testimonial video that things began to change, shifting from making educational, talking-head content to funny, entertaining sketches and ads.

“One of the key things with B2B is there’s a lot of pushback when you try to do anything creative, because people want to do what they’ve always done,” explains Dan.

In order to circumvent this pushback, co-founder Lloyd came up with a four-part framework for pitching new B2B ideas to your boss:

  1. What resources are needed? 
  2. What would we stop doing to start this new creative thing? 
  3. Why is it more likely to help us achieve our goals? 
  4. Who will manage this campaign and report back?

“You’ve got to ask yourself, ‘What’s in it for them?’” says Dan. “It’s about focusing on what your customers actually care about, and finding inspiration outside of your industry, rather than just promoting your boring B2B products and services.”

Join us for this marketing and new biz mastermind, where Dan will guide us through how he and the team at Knowlton have left their mark on the B2B industry and have made it far less boring.