B2B communication often retains a serious and technical reputation, performance focused on and rationality. However, some French B2B brands no longer hesitate to use humor to differentiate themselves, capture the attention of their prospects and strengthen proximity to their customers. This still not very common approach shows that humor can become a lever preferably in sectors where emotion is rarely summoned.
Transform a technical product into a conversation subject
Payfit, specialist in payroll management for SMEs, quickly understood the interest of adopting a light tone to seduce his audience. From its beginnings, the brand played on the clichés linked to administrative constraints: anxiety of pay slips, complexity of HR approaches, absurdities of labor law.
His first campaigns used humorous visuals to show administrative hell that his solutions intended to simplify. This strategy allowed Payfit to stand out from competitors who communicated mainly via technical demonstrations or guarantees of conformity. By focusing on humor, the brand has facilitated the adhesion of SME leaders, often not very sensitive to strictly functional arguments.
The light tone is also found in its customer onboarding supports, with relaxed style tutorials, far from the usual rigidity of payroll software. This constant use of benevolent humor installs a lasting connivance between the brand and its users.
Break the emotional distance in the regulated sectors
Alan, French Assurtech specializing in health coverage for companies, has built its identity around refreshing communication. Far from the conventions of the insurance sector, Alan opted for a clear speech, stripped of technical jargon, and punctuated with discreet humor.
From customer activation emails to campaigns on social networks, the brand is betting on a warm language, with winks to the daily concerns of entrepreneurs and their teams. Without ever trivializing the scope of its offer, Alan succeeds in approaching the serious question of health protection with a relaxed tone which facilitates the appropriation of its products.
Use self -mockery to build sympathy
Swile, a French player in salaried advantages, has made self -deprecation a pillar of his communication. Very early on, the brand has mocked the small absurdities of office life: endless meetings, over-organized cafe breaks, awkward team lunches.
Its advertising campaigns are inspired by universal office scenes, always treated with humor. This choice of tone, also visible on its social networks and in its newsletters, reinforces proximity to its audience, mainly composed of young urban workers. By adopting a direct, accomplice and unpretentious style, Swile is freed from the codes of traditional HR discourse. This strategy contributes to making the management tools internal, often perceived as downside, more attractive and engaging for end users.
Tell offbeat stories to better anchor the offer
SendinBlue, which has become Brevo, offers email marketing and automation solutions for SMEs. If its communication remains essentially educational, the brand regularly inserts touches of humor in its content.
In his webinaries or practical guides, Brevo does not hesitate to slide light references to typical marketing errors: clumsy email objects, poorly targeted campaigns, untimely shipments. This relaxed tone does not decrease the technical expertise of content but makes their assimilation more pleasant. The approach chosen by Brevo shows that humor does not need to be omnipresent to be effective: used punctually and with subtlety, it strengthens the brand’s capacity to install a lasting and memorable relationship with a demanding professional target.
Lighten the act of purchase B2B without losing credibility
Pennylane, a French accounting management platform for SMEs and accountants, quickly stood out for its direct and often humorous communication style. On its blog, its podcasts and its social communications, the brand does not hesitate to humorously evoke the galleys of VAT, the boosting oversights or the complexity of end -of -year assessments.
This approach lightens a subject perceived as anxiety -provoking while strengthening the identification of prospects to their daily issues. Pennylane demonstrates that humor, used with accuracy, can be a engagement engine without altering confidence in the quality of a financial service. By creating an emotional climate of proximity, the brand accelerates the adoption of its tools, in a universe where technical reinsurance alone is no longer enough to carry the purchasing decision.
Re -enchant tools perceived as austere
Lucca, French publisher of HR management software, chose from its creation to break with the serious image of administrative tools. His holiday management solutions, working hours or costs are staged with colorful visuals, smiling mascots and humorous slogans.
Each point of contact with the customer, from the presentation produced to the transactional emails, takes up this joyful tone. This distinct brand identity transforms the perception of HR software, traditionally considered as restrictive, into tools perceived as simple, accessible and even pleasant to use. By assuming this style of communication from the design stage, Lucca manages to install a modern and dynamic image in a segment where ergonomics and user experience have become determining criteria.
