← The B2B Playbook
Listen to this episodeAll The B2B Playbook episodes →
#218: Why Being Funny in B2B Marketing is a Serious Brand Strategy (and How To Do It!) - Deadpan's Luke Winter
The B2B Playbook · 2026-02-08 · 45 min
Episode notes
Most B2B content looks polished. But almost none of it gets remembered. In this episode, we break down why humour isn’t a creative risk in B2B. It’s a strategic advantage. We’re joined by Luke Winter, founder of Deadpan and one of the few people proving that B2B marketing with humour drives memory, brand lift, and real revenue. Luke shares how a single funny B2B video generated over $300K in sales, why AI-generated content is creating sameness, and how brands can use comedy frameworks to stand out without needing a massive budget.
More from The B2B Playbook
All episodes →- #235: Why Your B2B marketing Measurement Is Broken and can A.I. help?53 / 100
- #234: How to Use Partnerships to Scale (B2B Partnership Strategy) - Bryan Williams63 / 100
- #233: Attribution in B2B - Why It's Broken (And How To Fix It)52 / 100
- #232: The Secret to Crushing Demand Gen in 2026 and Beyond
- #231: YouTube Masterclass for B2B Businesses (2026)