Non-traditional B2B Marketing: 5 Of The Most Woke Marketers

27 Mar

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Five of the most non-traditional marketers are infusing a punk rock ethos and energy to their marketing efforts— and B2B online marketers and brands should take notice.

The examples we’ ve lined up here skirt the advertising norms and represent unconventional internet marketers who shoot for the moon plus win. Using wit, humor, daring actions, and tales of death-defying feats, lessons from these marketers might just inspire you to push beyond dull and into breathtaking territory.

With messaging and techniques that might seem more at home within the mosh pit than the corporate boardroom, these marketing revolutionaries are deceased set on breaking free of uninteresting by replacing stodgy campaigns or even yawny white papers with advertising messages that would have made Joey Ramone wail a speedy “ Hey there! Ho! Let’ s Go! ” and “ Gabba Hello! ”


#1 & #2 — Hugh Jackman and Ryan Reynolds

Written by Hugh Jackman and  Ryan Reynolds , along with electronic marketing veteran George Dewey and director Bryan Rowland , “ Truce” is a humorous response to several highly-successful previous marketing video efforts, as well as the culmination of an ongoing social media swap between the two famous actors.

The contrast that the commercials create between the actors’ two businesses, Reynold’ s Aviation Gin and Jackman’ t Laughing Man Coffee , couldn’ t be greater. As well as the spot has garnered a wealth associated with both social media and traditional mass media attention.

Reynolds’ s original Aviation Gin video clip is another fine example the type of refined yet sharp humor that furthermore resonates:

What does it offer in order to B2B marketers?

A great example of how to connect with each millennials and more general audiences making use of wit, parody, and humor — all aspects B2B marketers can benefit from.

#3 — Jonathan Retseck, Founder and Handling Partner, RXR Sports

Earning an School Award for a campaign is a rarity. But that’ s just what Jonathan Retseck, owner of New York-based, sports-focused firm RXR Sports,   accomplished with the extremely popular “ Free Solo” film for Nationwide Geographic Documentary Film’ s. The particular film, about rock climber Alex Honnold ‘ ersus ropeless ascent of El Capitan, won the 2019 Oscar for optimum Documentary.

While the movie isn’ t a B2B advertising campaign, the elements Retseck and his team delivered to “ Free Solo” feature parts that could bring some much-needed theatre and adventure to B2B marketing pushes.

“ My comfort zone is similar to a little bubble around me, plus I’ve pushed it in different instructions and made it bigger and larger until these objectives that appeared totally crazy eventually fall inside the realm of the possible. ” @AlexHonnold Click To Tweet

What does it provide to B2B marketers?

Inspiration to push further than traditional boundaries, as well as a reminder from the limitless pinnacles— both physical plus psychological— that await those ready to do what it takes to reach beyond the same kind of B2B.

#4 — Lizzie Wilson, Associate Creative Movie director, McCann New York

State Street Global Advisors’ “ Fearless Girl” is a Cannes Lions winner. From Lizzie Wilson and Tali Gumbiner to get McCann New York, this piece makes use of marketing elements that could boost wedding rates in many types of B2B strategies.

What does this offer to B2B marketers?

A symbol of boldness, fearlessness, and the ultimate power from the underdog.

“ I believe there is something so relatable in regards to a kid. I think you see yourself within her, but you also see your children. You see the future, and you see your previous, ” Lizzie told Adweek following the campaign launched.

#5 — David Droga, Founder, Droga5

The Cannes Lions’ winner, MailChimp’ ersus expansive campaign headed by David Droga — featuring brand sound-alike spin-offs JailBlimp, KaleLimp, VeilHymn, SnailPrimp, FailChips, and the like — is a prime example of the kind of excitement and creativity that can advantage B2B marketers.

“ Great advertising triggers an feeling in you. It has purpose. This touches a nerve, and that brings about a reaction. ” — David Droga @ddroga Click To Tweet

What does this offer to B2B marketers?

An example of an coverage campaign with wide-reaching offshoot marketing and advertising efforts, using both comedy, songs, and inspiration.

Getting Punk’ s Exploration & Power to B2B


Though their tactics, creativeness, and campaigns vary significantly, these types of unique marketing leaders are using a few of the energy and disruption the punk movement used to push the limitations of old, boring B2B from the charts and bring it to a brand new frontier of marketing.

The unorthodox methods Jackman, Reynolds, Retseck, Wilson, and Droga are utilizing certainly won’ t be befitting every B2B campaign, but you can make use of their punk-like ideas to help include new energy in your own work. These types of five have helped open — or smash through — the particular B2B marketing door, placing interesting new opportunities there for the consuming front of you.

“ B2B marketers need move away from merely educating and to start creating articles experiences that allow customers to interact. ” — Lee Odden @LeeOdden Click To Tweet

Bringing all of the elements symbolized in the campaigns outlined here for your own efforts may be a daunting job, which is why many B2B marketers decide to work with a proven professional agency like TopRank Marketing, recently called by Forrester the only B2B marketing and advertising agency with influencer marketing features .

Here are 5 additional resources that can help you discover ways to create more successful and energetic B2B content marketing campaigns:

Get away from Boring B2B Marketing Resources

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