B2B brands spend a lot of time trying to stand out, but taking a genuinely funny approach can still feel like a risky move. Luke Winter doesn't see it that way. For the Founder & Creative Director at Deadpan Agency, comedy works best when it starts with the same things as any serious B2B campaign such as audience pain points and business goals.

In this episode, Amy Woods sits down with Luke to explore how comedy fits into B2B marketing, from the creative process behind Deadpan's campaigns to the challenges of getting buy-in for work that takes a few more creative risks. One of those campaigns happens to be for a client Deadpan and Content 10x share, Vector.

Vector's comedy campaign became one of Deadpan's strongest case studies: a 33% lift in branded search, a 22% increase in demo requests, and a 44% increase in pipeline, all repurposed from a single shoot into dozens of pieces of content.

Luke walks through exactly how that campaign came together, and what it took to get there.

Find out:

• Why Luke thinks comedy has a proper place in the B2B sales cycle, particularly when a brand is trying to get on an audience's radar
• How a very ordinary problem for their client, Free Agency, became the idea for the "Bullshit Filter" campaign
• What Luke looks for when deciding whether a comedy idea will make people recognize themselves in the campaign rather than simply watch a brand trying to be funny
• Why Deadpan gives clients several campaign directions across a scale from "fun" to more unhinged
• The low-risk way for B2B brands to start experimenting with comedy before committing to a full campaign

Important links & mentions:

• Blog post about this episode
• Luke Winter on LinkedIn
• Deadpan Agency
• Vector Series A Video
• Deadpan’s Vector Case Study
• Content 10x
• Amy on LinkedIn
• Amy’s book: (Content 10x: More Content, Less Time, Maximum Results)

Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.

She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.

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