How to Find the Funny in B2B Marketing with Luke Winter

the case for comedy funny content in b2b you just mentioned it a little bit you mentioned about ai and there's all this ai generated content i guess it's becoming a bit harder with all of that there's never a shortage of volume of content out there so if it was difficult before ai to get found and then the quality is obviously very varied and a bit questionable Would you say that the case for funny, the case for standing out in that kind of way has become way more of a thing in the last few years or so with the gen AI content out there?

Yeah, if you're not doing something funny, what are you doing to stand out? You look at LinkedIn and companies' websites and their YouTube channels, and they all just look the same.

Can you remember the last ad that you saw? Or at least more than three or four of them? I doubt you can't.

Whereas you look at something like what Ramp did at the Super Bowl where they had the guy who played Kevin from The Office and they built a whole series of ads around them and everyone lost their mind and they thought it was great.

It's examples like that which prove that you need to do something different with your marketing.

Otherwise, it's my opinion that the biggest expensive mistake you can make with your advertising is to blend it.

So...

That's what we're all about.

With the AI argument, you're right.

There are so many AI tools that you can use to generate content and it just makes it so difficult to stand out.

And anyone can have even AI avatars.

And I saw a tool that you can upload your brand guidelines into it and it can spit out 60 videos.

I'm like, for what? What's the purpose of them? They just...

It's nice little motion graphics things and it's just...

I'm yet to see AI create something that's actually entertaining and distinct for the right reasons.

We've moved past people having four hands or whatever.

But yeah, I think AI has its place when there's a human behind it.

I think there might even be a case at Deadpan where one day we might have a great idea for a client and it's set in space.

We don't have the budget.

I'm confident that if we made an AI video, it would still be quite good because the human did the thinking.

I've never seen AI be able to create anything like the original funny idea a funny script because it doesn't understand humor it's not got the emotional capacity to fully understand it i think ai has its place in helping you know shape shape a campaign in the sense of when we're working with a client early on in the process they often give us sales calls they give us information about their icp Business goals.

When my team and I come up with ideas, we can often sense check an idea against what the customer is saying and what their life looks like.

And it can suggest tweaks and change this line to mention this phrase.

But I've never seen it come up with a good idea.

And I don't know that maybe one day I'll be proven wrong, but I haven't yet seen that.