Is there a place for the absurd in B2B Tech Marketing?

The business-to-business (B2B) marketing landscape, deservedly or not, is typically characterised by a perception of seriousness, predictability, and a singular focus on rational decision-making. This often translates into marketing that, while informative, struggles to capture the imagination or build emotional connections. The perception of B2B marketing as “stuffy” or “boring” is not just about aesthetics; rather than creating a point of differentiation, it could represent a point of vulnerability, and create a vacuum that more unconventional approaches could effectively fill.

This article examines how unconventional approaches can inject vitality and memorability into the B2B space. We’ll discuss whether absurd or surreal elements, traditionally confined to business-to-consumer (B2C) marketing, have a meaningful role in the B2B tech sector. We’ll also examine its potential to differentiate brands, humanise complex solutions, and engage a new generation of buyers.

In recent years, we’ve seen a convergence of B2B and B2C marketing tactics. B2B buyers, acting as consumers in their personal lives, have come to expect more engaging, authentic, and entertaining content.1 This suggests that the leap to absurd or surreal B2B marketing is less radical than it might initially appear, as changing buyer expectations, shaped by their B2C experiences, are already driving a move to “left field”.

Absurdity and surrealism in marketing

While “absurd” and “surreal” are distinct art forms, their application shares a common objective: to disrupt the narrative and create memorable, shareable content.

Absurdity is characterised by its intentionally weird, sometimes unsettling nature, frequently pushing societal boundaries to capture attention. It thrives on breaking with tradition, creating shareable moments that enhance awareness and brand recognition. Absurdity also introduces the element of surprise, a powerful mechanism for capturing attention in a crowded space. These campaigns can effectively engage consumers and improve brand recall, but don’t always nail the message comprehension, particularly when humour is employed. Examples include Old Spice, Cravendale, Andrex, Xero and Specsavers.

Surrealism aims to capture attention with fantastical imagery and juxtaposition, allowing brands to create a visual point of differentiation in a marketplace dominated by images of people and products. Surrealism is designed to challenge convention and encourage people to question reality. Successfully blending fantasy and reality can be impactful, leaving a lasting impression. Advances in digital art have made the creation of surreal imagery more accessible, and AI-designed landscapes are becoming more commonplace.

Both approaches resonate with younger consumers (millennials and Gen Z) who eschew high production values in favour of more authentic, unfiltered content creation. This generational shift is particularly relevant as 80% of millennials and 20% of Gen Z hold decision-making roles in B2B environments. Content creators may need to rethink what constitutes “professional” or “credible” marketing.

Lessons from KFC’s Gravy Cult

The B2C world offers significant insight into the risks and rewards of absurdity and surrealism. The strategy of “acceptable outrage” needs to carefully balance the advantages of virality and personality with the potential for confusion, misinterpretation or outright offence. For brands that are bold enough to push boundaries in the name of engagement within their target demographics, backlash amongst non-ICP communities may be an acceptable risk.

KFC’s “All Hail Gravy” campaign is a good example. It leverages a surreal narrative to create a provocative and memorable experience, with the explicit intent of being highly shareable and “starting a conversation”. Aimed squarely at an audience with a high tolerance for the absurd, the campaign was a (qualified) success. KFC saw a 5% increase in year-on-year sales in the UK. However, the campaign received nearly 600 complaints to the Advertising Standards Authority (ASA) for alleged blasphemy and the promotion of cannibalism!

The success of the Gravy Cult campaign in the UK and the Everything is Cake campaign in Thailand may lead to a re-setting of the standards for what is acceptable in the B2C marketplace, but what does it mean for B2B?

Humanising B2B Marketing

The traditional divide between B2B and B2C marketing is disappearing, with leading brands in both fields prioritising human-centred connections.1 B2B buyers expect sophisticated digital experiences, personalisation, and thoughtful journeys that mirror their consumer experiences. This evolution has led to a shift in B2B marketing towards more relatable content that appeals to values, goals, and personal connections, moving beyond technical specifications or cost savings. This convergence is particularly evident in digital and social channels, where B2B brands are increasingly leveraging influencers, short-form videos, and interactive content, taking pages directly out of the B2C playbook.

The long-held belief that B2B buyers are purely rational decision-makers has faded. We are all consumers, driven as much by emotion as we are logic. Of course, there’s nothing new here. Fear has been used as an effective motivator in the B2B arena for a long time: fear of making the wrong decision or fear of indecision. However, B2B buyers are also looking beyond simply not “getting it wrong”, as they seek some element of personal value in the form of improved promotion opportunities, influence or confidence.

Data suggests B2B purchasers are more likely to buy a product or service when they perceive personal value. With 95% of your B2B market not actively in a buying cycle at any given time, recognition is more important than recollection for long-term brand building. Debunking the myth of the rational B2B buyer acknowledges that business decisions are often more emotionally driven than we give them credit for. This suggests marketing campaigns that appeal to the emotional side of the buyer may be more effective, and that there is untapped potential for the use of the surreal or absurd in B2B.

The same, but different

Despite the convergence, there are still some noticeable differences between B2B and B2C marketing. B2B focuses on building trust, educating decision-makers, and long-term relationships. B2C is more about brand affinity, lifestyle choices, instant engagement and impulse purchases. They both contain emotional elements, but appeal to different emotions. B2B decisions typically involve multiple stakeholders, require more detailed research and constitute a longer, more structured buyer journey. Messaging is traditionally more logical, informative and data-driven, focused on business benefits and return on investment.

While B2B and B2C marketing increasingly share common threads (such as humanisation and channel use), the extended buying journey for B2B purchases means absurdism or surrealism will likely play a smaller role in the messaging. They naturally lend themselves to top-of-funnel objectives such as brand awareness and differentiation, rather than evaluation and conversion. The implication is that absurd or surreal content in B2B tech should be viewed as a tool for initial engagement, to market to the 95% and help your brand stand out from the crowd. Once engaged, prospects can be filtered through a more traditional funnel, with content focused on education and conversion.

Is there room for the surreal in B2B tech?

The answer to the question of whether there is room for the surreal in B2B tech marketing is increasingly yes, but. Unfettered use of the unusual may not endear you to every member of the buying committee, but there are some strong arguments for why you should embrace the unconventional:

Be different. In a saturated marketplace, with a lot of lookalike propositions, a touch of something surreal will help you cut through the noise.

Be memorable. Appealing to the emotional side of your audience can help to surprise and delight, making you more likely to be remembered.

Be human. A touch of humour or the abstract can simplify complex technological propositions, making them more relatable and accessible.

Be authentic. Trust plays a vital role in B2B relationships, where engagement is typically over a long period and is built on a shared set of values.

The core challenge for B2B tech is not just getting attention, but sustaining it through a complex, multi-stakeholder buying journey. Absurd or surreal marketing, while excellent for initial cut-through, needs to be part of a broader, integrated strategy that transitions from emotional engagement to rational justification, utilising more traditional elements further down the funnel. This way, the role of the absurd in B2B tech is to supercharge the initial stages of awareness and consideration by creating experiences that are human, memorable and authentic. B2B marketers will then back this up with more data-driven content at the later stages of the buying cycle, smoothing the transition from “wow” to “how”.

Addressing the unique challenges of B2B tech

For digital agencies, fear of the unconventional amongst B2B technology clients can be a significant barrier to overcome. The successful implementation of absurd or surreal marketing will, therefore, require not only external creativity but also internal advocacy and a willingness to take risks. Breaking norms can be perceived as both innovative and risky. B2B marketers need to build a strong internal business case, demonstrating how the potential rewards outweigh the perceived risks of not being taken seriously. When developing a business case, remember to factor in the unique challenges of being “different” in a B2B environment:

Longer selling cycles

Multiple stakeholders

Inherent risk aversion

Pioneers of the peculiar

Successful B2B campaigns that lean towards the unconventional strike a balance between randomness and relevance. While the creative elements may push boundaries, their distinctiveness is rooted in a deep understanding of audience pain points or industry anomalies. The absurdity serves to make these complex, often dry, realities relatable and memorable, enhancing message comprehension and brand connection. Being funny can be effective.2

The choice of media for these campaigns demonstrates that B2B technology providers are prepared to meet their customers where they engage with B2C content. For many, this will mean expanding their media horizons beyond email and LinkedIn. Serving unconventional content in conventional channels is a mismatch that should be avoided. Consumer platforms can raise awareness with edgy content, and more traditional media and content can be used to nurture leads through the funnel.

Unconventional B2B tech campaign examples

Adobe

Click baby, click!

This campaign for Marketing Cloud featured a video with a baby mindlessly clicking on a CTA. It highlights how companies can be distracted by superficial metrics and the need for deeper data insights.

Slack

So yeah, we tried Slack.

This demand creation campaign targeted an issue businesses may not have realised they had. It featured a sit-com style video that highlighted the chaos arising from the use of multiple communications channels before ending on “so we tried Slack”.

Cisco

Supersmart CSO.

This campaign creatively positioned Cisco as the unsung hero of data protection, featuring a comic strip with a CSO acting as a superhero, using Cisco to protect data against the bad guys.

Vistaprint

Resilience campaign.

This campaign featured a series of absurd scenarios, demonstrating the importance of adaptability and resiliency. In one example, a yoga studio demonstrates adaptability by switching to hot yoga after the building is struck by a meteor.

Each of these examples leverages humour to deliver a targeted message, rather than the somewhat abstract concept at the heart of the KFC campaign, further evidence that absurdity can be effective when it is purposeful. Delivery via YouTube and consumer-centric platforms like Reddit or TikTok demonstrates a willingness to meet consumers on their turf, where they are receptive to less traditional messaging.

Strategic surrealism

The use of surreal or absurd imagery is not just about grabbing attention; it can be used to position your brand as brave, confident or innovative. In a crowded space, dominated by homogenised propositions, it can be a key point of differentiation and communicate much more than just product features:

Humanising complex propositions

By moving beyond technical jargon, absurd and surreal campaigns can make abstract tech solutions relatable, appealing to the human element of B2B decision-making.

Increasing brand recognition

The element of surprise and the emotional impact of absurd or humorous content ensure that the brand sticks in the minds of decision-makers long after initial exposure.

Fostering authenticity and trust

Brands willing to be unconventional are often perceived as more authentic. This sense of connection can build trust, which is foundational for long-term B2B relationships.

Differentiating your business

In competitive tech sectors, where many brands offer similar solutions, an absurd or surreal approach can help your business stand out from the crowd.

Connecting with decision makers

B2B purchases aren’t solely driven by logic. Unconventional marketing can engage audiences on an emotional level, fostering a sense of shared identity and relatability.

Appropriate use of the absurd can shift your brand’s image away from a cold, technical service provider to a more approachable, relatable partner that understands real-world challenges. For non-technical members of the buying committee, this can help foster empathy, which in turn makes your brand feel more trustworthy and your solutions more user-friendly.

Managing risk

While absurdity has its benefits, it’s important to recognise the risks associated with going off-piste with your creativity. KFC’s All Hail Gravy campaign attracted a lot of complaints from certain sections of the audience. In B2B, where you are trying to appeal to multiple stakeholders, the risk of getting it wrong is amplified. Humour is subjective. What resonates with one target persona may be misinterpreted by another. There is a balance to be struck between being impactful and not being taken seriously. It’s also important that your creativity doesn’t overwhelm the message. Just being memorable isn’t effective if you lack relevance.

To avoid cultural clashes, B2B marketers must conduct due diligence, with rigorous data segmentation and empathy mapping. Understanding the tolerances and motivations of the entire buying committee will reduce the risk of a misstep.

Fear of the unknown within the B2B sector frequently stems from the perception that serious businesses need serious marketing. If you need to get buy-in from senior stakeholders, you will need to pair your creative brief with a well-thought-out business case that demonstrates how calculated absurdity can achieve strategic objectives. Remember, whatever the concept, it needs to be aligned with your brand values and your customer pain points.

Time to get creative

The shift towards interactive content, virtual reality, gamification, and short-form video in B2B tech marketing is not just about adopting new formats; it is about creating experiences. This approach lends itself to integrating less conventional messaging and allows marketing teams to flex their creative muscles. Before you unleash the unconventional, here are 7 key considerations to keep you on message:

Know your audience – carry out empathy mapping to understand the emotional drivers behind B2B decision making and get to know all the members of the buying committee.
Be strategic – don’t be weird just for weird’s sake. Absurdity needs to serve a clear purpose, remain aligned with brand values and be relevant to customer pain points.
Choose the right channels – meet your audience where they are in a consumer frame of mind, which will mean utilising platforms less traditionally associated with B2B.
Be relatable – translate technical jargon into human experiences, and make sure your content addresses real-world challenges faced by your target audiences.
Create experiences – look beyond static content to explore interactive elements. Gamification, short-form video and VR can help create more memorable interactions.
Employee engagement – using employees for thought-leadership or advocacy can add real value to your campaign and make the messaging feel more authentic.
Stay agile – track key metrics like brand awareness, engagement and social shares. Be ready to adapt your approach based on performance and audience feedback.

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