In the world of B2B marketing, it’s easy to be guided by tried and tested strategies that seem safe and risk-free. But sometimes, to really grab attention, you need to think outside the box. What if provocation, in the right dosage, was one of the keys to creating deeper, more authentic connections?
So let’s explore together how daring and/or provocation can transform your B2B marketing approach and set you apart in a landscape often perceived as conservative.
Inviting reflection: shaking things up to innovate in B2B marketing
Provocation isn’t just about shaking things up for the sake of it. Above all, it’s about inviting your audience to think differently. In a B2B world where habits and processes are often deeply entrenched, daring to challenge the status quo can be a breath of fresh air.
Imagine for a moment that you’re in an industry where everyone has been following the same path for decades. Your role, as a bold marketer, could be to ask THE question that no one dares to ask, the killer question, as the other guy would say: “What if everything we thought we knew was wrong?” This simple, well-placed question can trigger an avalanche of thought and discussion.
Practical examples:
- Host a webinar entitled “The 5 biggest mistakes in our industry that everyone ignores.”
- Publish a blog post or other content that challenges a standard practice in your industry.
- Content like our eBook published in 2016 on the content crisis in marketing and the posts that followed.
This well-researched essay titled: «Social Media Disengagement: Overcome The Content Crisis» was launched at a marketing conference in Montreal and shook up existing ideas about content marketing in Quebec and sparked sometimes heated debates on social networks about the existence or not of this phenomenon and also about the supposed fact of “attacking” the well-polished image of marketing.
Stand out by daring: audacity as a trademark
In a world where everyone seems to follow the same rules, daring can be your best ally in setting yourself apart. Think about it: how many times have you seen the same type of content, the same visuals, the same catchphrases in your LinkedIn news feed? Monotony is the enemy of attention.
By adopting a surprising tone or approach, you show that you’re not afraid to think outside the box. Your boldness becomes your signature, your trademark.
This can manifest itself in a variety of ways. For example, dare to use compelling visuals that stand out from the usual aesthetic of your sector.
Dare to use an offbeat tone. Even in B2B, humor has its place. There again, remember our post entitled: “Does B2B marketing take itself too seriously folks?”. A little self-deprecation can humanize your brand and/or company and make them more accessible. You can also surprise with the format of your content. Imagine an annual report in cartoon form, or a product presentation in rap. The unexpected makes a lasting impression.
And don’t be afraid to take a strong stand. Stand up for forward-thinking ideas or position yourself as a leader in your industry. Demonstrate thought leadership! Standing out also means accepting that not everyone will like your approach. And that’s fine. Your goal is not to please everyone, but to attract those who resonate with your vision and values.
Creating authentic conversations: beyond mere buzz
A good provocation doesn’t just make noise. It triggers real conversations, where people feel involved and want to react. The aim is not to create a sterile polemic, but to initiate constructive exchanges that bring value to all participants.
On LinkedIn, for example, a well-thought-out provocative approach can give rise to rich exchanges, where everyone contributes their point of view and shares their experiences. This is how stronger, more human relationships are created, going beyond the traditional framework of B2B interactions often perceived as impersonal.
There are a number of techniques that can be employed to encourage these authentic conversations. Rather than asserting, ask. “What if our industry got X all wrong?” (Not the old Twitter 😊) can be a great place to start. Don’t hesitate to share personal stories, recount your own experiences of second-guessing or failure. This humanizes your brand and encourages others to share.
You can also use the polling features on social networks to ask questions that stir up opinion in your sector. Or organize webinars or roundtables where experts with opposing views can exchange views.
Create a dialogue, not a monologue
Remember, the goal is to create a dialogue, not a monologue. Be prepared to respond thoughtfully and respectfully to even the most critical comments. Be ready to admit when you’re wrong or when someone brings a point of view you hadn’t considered. Also be sure to moderate discussions to keep them constructive and respectful.
By creating a space where people feel safe to express their opinions, however divergent, you build an engaged community around your brand or company. These authentic conversations go far beyond simple engagement on social networks. They can fuel your innovation process by bringing you new perspectives, strengthen the loyalty of your customers who feel listened to and valued, attract talent who share your values and vision, and position your company as an opinion leader in your sector.
Boldness with respect: finding the right balance
Be provocative, yes, but never at the expense of respect. It’s about finding that delicate balance where you “challenge” ideas without offending people. There’s an art to shaking up conventions while remaining true to one’s values. A well-thought-out provocation should always serve to elevate the debate, not create unnecessary conflict.
To achieve this, it’s essential to know your audience and the boundaries of your industry. Provocation should be used as a tool to stimulate thought and innovation, not as a weapon to attack or denigrate.
Before launching a provocative campaign or message, take the time to analyze it from all angles. Ask yourself: “Does this provocation provide real value? Does it encourage constructive thinking?” If the answer is yes, then you’re on the right track.
And don’t forget the importance of empathy in your approach. Even when you challenge established ideas, do so with compassion and understanding. Recognize that change can be difficult, and that different perspectives are all valuable.
Be inspired by those who dared: the pioneers of provocation in B2B marketing
Many B2B companies have made their mark by daring to go where others would not. Their stories show that, with a little courage, you can turn a daring idea into a real lever for success.
Take Salesforce, for example, which shook up the CRM industry by proclaiming “The End of Software” at a time when cloud computing was still a fledgling concept. Or think of IBM, which dared to challenge a chess champion with its Deep Blue computer, demonstrating the capabilities of artificial intelligence long before it became fashionable.
And we can’t overlook the colossal, almost Hollywood-esque work done by HP with its mini-series The Wolf.
These companies didn’t simply seek to shock, they used provocation to illustrate a paradigm shift in their industry. They dared to question the status quo and invited their audience to imagine a different future.
Take inspiration from these success stories, but remember to remain authentic in your approach. The key is to find a provocation that resonates with your brand, your values and your unique vision of the market.
Conclusion: dare to connect better
In the end, daring to be provocative means above all daring to be yourself in a world that can sometimes seem stuck in its habits. It’s about choosing a truer, more direct form of communication, one that really speaks to people. And that’s often where the strongest bridges are built between you and your audience.
So, are you ready to shake up the conventions of your industry? The ball’s in your court. Contact our experts to help you do better. After all, in a world where everyone shouts to be heard, sometimes the best way to stand out is to whisper… or to say the unexpected.
