B2B brands can leverage cultural moments to make an impression

Cultural storytelling

Hang on. This is B2B, though. Don’t the buyers just want the facts, case studies, and low costs?

Yes, but they are also emotional beings; they have common interests, belong to communities, and want to feel part of the cultural zeitgeist, just like anyone else. Cultural storytelling needs to run alongside corporate messaging because of its ability to inject energy and personality into the conversation – that’s if you get it right.

There’s a thin line between bandwagon jumping and a smart tactical move that makes your contribution to a cultural conversation relevant while positioning you as the kind of partner a business might look for.

What do we mean by that? Some might say every B2C brand on the planet tried to jump on the reemergence of Oasis, for example, and the band’s incredibly successful tour. Was there space for a B2B supplier to get involved and not let the opportunity slide away? (See how much fun we can have with cultural references: ’Slide Away’ being an Oasis song for the uninitiated). 

So, we helped a media agency client craft a think piece on how the band’s reunion illustrated the power of emotionally resonant cultural moments to bridge generation gaps – in this case, the ‘Cigarettes and Alcohol,’ ‘mad for it,’ 90s fans turned parents with their allegedly more abstemious kids.

Proceed meaningfully

Serious topics can also be part of the cultural tapestry. An agency client made themselves an expert on the topic of toxic masculinity, and we helped them relate their findings to marketing and own the topic in their competitive set via news, editorial, and events. When the provocative Netflix series Adolescence was released, this same topic came roaring back into public discourse, and the agency was primed to enter the cultural and social conversation again.

To boil this down to actionable advice, be aware that the number of gen Z directors or decision-makers in UK companies is rising – jumping 42%, according to one recent poll. What media and formats do you think they are spending time with? Pay attention to formats finding increasing traction with B2B audiences, such as short-form video and podcasts.

I’d stress don’t chase every trend, pick cultural moments that genuinely fit your brand’s voice and audience. But also do experiment and take calculated risks, see if you can stretch the brand just a little out of the comfort zone in their marcomms. Show your C-suite some examples of what has worked for other B2B companies and take baby steps.

Be aware that millennial and gen Z audiences in particular will be cynical and cautious of corporate engagement with pop culture, so you must add something meaningful to the conversation, rather than clumsily leverage it for your own gain.

Relevant content

If you can establish yourself as an expert on a cultural topic or theme, then the payback can have a long afterlife. You’ll have the credibility to create relevant content and provide media commentary over an extended period. But make sure the creative or cultural framing used in your campaign can be anchored in the bona fide business case you want to make and the solutions you offer.

And finally, you need to consume culture yourself to know what topics, themes, and memes are grabbing attention. Your team needs to keep an eye on the social platforms and feeds, which brands are big on the high street, what’s happening in sport, music, and entertainment, and what are the big virtual watercooler moments of conversation. Have regular check-ins with younger members of staff to see what they might contribute. Guess what? That’s one of the fun parts of the job and where you’ll often find a wealth of ideas to develop.

To stand out in a crowded market, B2B can’t be ‘boring to boring’. B2B brands should be excited by the opportunity to explore the power of cultural connection as much as any of their B2C peers to bring their stories to life.