{"id":17722,"date":"2016-10-18T18:08:41","date_gmt":"2016-10-18T22:08:41","guid":{"rendered":"http:\/\/exob2b.com\/en\/?p=17722"},"modified":"2026-02-13T16:06:14","modified_gmt":"2026-02-13T21:06:14","slug":"does-b2b-marketing-take-itself-too-seriously-folks","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/does-b2b-marketing-take-itself-too-seriously-folks\/","title":{"rendered":"Does B2B marketing take itself too seriously folks?"},"content":{"rendered":"<p>Recently, while working on our web site\u2019s redesign, it dawned on us that it would probably be a good idea to &#8220;rebuild&#8221; our SMN (Social Media Networks) policy while we were at it. Since vision comes before policy (except in modern day politics, it seems), we decided to propose the following vision statement:<\/p>\n<p>To develop Exo Social into a B2B marketing reference on SMN, and supporting this commitment through elements of our company\u2019s DNA, namely <strong>opinion, expertise, creativity and humour<\/strong>. To propel this initiative with clicks words such as #ExoSocial #B2B #OurDNA&nbsp; #opinion #expertise #creativity and #humor.<\/p>\n<h2>Seriously folks<\/h2>\n<p>Some of you are already fidgeting in your fancy 5-wheeled office chairs. What! Humour??? &nbsp;It&#8217;s not\u2026It\u2019s not serious enough! This is B2B for God\u2019s sake. Agreed on <em>opinion<\/em>, as it is a position taken as well as an expression of &#8220;thought leadership&#8221;. Of course agreed with the exhibition of <em>expertise<\/em> which results in influence and, why not, <em>creativity<\/em>? The word is fashionable is most industries, and not only in agencies either\u2026<\/p>\n<p>So why then, does everybody suddenly find themselves outside their comfort zone when marketing mentions <em>humor<\/em>? Ah! Well sir, as you may be aware&#8230;humor does not mix with business! And it can\u2019t be taken seriously.<\/p>\n<p>Well then, let\u2019s ask this question: Is marketing, particularly in B2B, taking itself too seriously, to the point of becoming boring? And in this sea of web content that mostly creates oil stains instead of making waves, we quickly tire of the \u201810 best tools for this\u2019&#8230; or&#8230;\u2019the 4 infallible methods for that\u2019&#8230;<\/p>\n<p>When reading these blogs, it\u2019s almost as if we find ourselves in front of the brave Dr.Smith in \u201cThe Ballad of the Daltons\u201d<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-17700 size-full\" src=\"https:\/\/exob2b.com\/wp-content\/uploads\/2016\/10\/dr-Smith.jpg\" alt=\"dr-smith\" width=\"780\" height=\"433\" srcset=\"https:\/\/exob2b.com\/wp-content\/uploads\/2016\/10\/dr-Smith.jpg 780w, https:\/\/exob2b.com\/wp-content\/uploads\/2016\/10\/dr-Smith-300x167.jpg 300w, https:\/\/exob2b.com\/wp-content\/uploads\/2016\/10\/dr-Smith-768x426.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<p>Even on our own blog, back in March 2013, we put on the whitest gloves to write about humor in a piece entitled: <a href=\"https:\/\/exob2b.com\/en\/is-there-room-for-humour-in-b2b-marketing\/\">Does humor have a place in B2B marketing<\/a>?&nbsp; The conclusion was not engaging: &#8220;When in doubt, refrain yourself. The risks may be too great. Or better yet, ask the marketing professionals. Not those in your team, as they will not have the same objective view outside specialists can offer&#8221;<\/p>\n<h2>The risks? What risks?<\/h2>\n<p>Doesn\u2019t it often happen, that the blog that makes you smile and think, is the one that\u2019s effective and stands out amongst others?<\/p>\n<p>For your content to put a twinkle in people\u2019s eyes or even small fireworks in their protective glasses, what better than a twist of irony or a pun? Exo has understood this. Since then, several small pearls of humor have rolled into their blog posts to capture our readers\u2019 and subscribers\u2019 attention:<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-17701\" src=\"https:\/\/exob2b.com\/wp-content\/uploads\/2016\/10\/caracteres.jpg\" alt=\"caracteres\" width=\"780\" height=\"526\" srcset=\"https:\/\/exob2b.com\/wp-content\/uploads\/2016\/10\/caracteres.jpg 565w, https:\/\/exob2b.com\/wp-content\/uploads\/2016\/10\/caracteres-300x202.jpg 300w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<h2>Note to the fans<\/h2>\n<p>And a note to the fans of Martine, of Captain and Gino Socio: they&#8217;ll be back soon to make you smile and loosen up a little, but above all, to make you think with their views, which are at times not particularly &#8220;business-oriented&#8221;, but often surprising in their expertise, their somewhat unrestrained creativity and obviously, their humour and sense of timing. Ti<strong>ming<\/strong>. Anyway.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Recently, while working on our web site\u2019s redesign, it dawned on us that it would probably be a good idea to &#8220;rebuild&#8221; our SMN (Social Media Networks) policy while we were at it. Since vision comes before policy (except in modern day politics, it seems), we decided to propose the following vision statement: To develop [&hellip;]<\/p>\n","protected":false},"author":15,"featured_media":17734,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1355,1,1366],"tags":[323,366,377,378,368,2529,379,370,371,374,376,380],"class_list":["post-17722","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-contenu-en","category-non-classifiee","category-reseaux-sociaux-2-en","tag-b2b-en","tag-b2b-en-2","tag-ballad-of-the-daltons","tag-content","tag-contenus-en","tag-creativite-en","tag-creativity","tag-dr-smith-en","tag-gino-socio-en","tag-martine-en","tag-opinion-en","tag-smn"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Does B2B marketing take itself too seriously folks? - ExoB2B<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/exob2b.com\/en\/does-b2b-marketing-take-itself-too-seriously-folks\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Does B2B marketing take itself too seriously folks?\" \/>\n<meta property=\"og:description\" content=\"Recently, while working on our web site\u2019s redesign, it dawned on us that it would probably be a good idea to &#8220;rebuild&#8221; our SMN (Social Media Networks) policy while we were at it. 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