Cringy things B2B brands need to stop doing
Some B2B brands are simply doing too much. Campaigns that make people cringe, emails that feel robotic, and social posts that try way too hard. Let’s call out the worst offenders.
1. “We’re not like other B2B brands”
BUT YOU ARE.
We get it: you want to stand out. But slapping a quirky tone onto generic messaging doesn’t make your brand revolutionary. Statements like, “We’re the Netflix of cybersecurity” or “Think of us as the Tinder for SaaS platforms” rarely resonate with decision-makers. Or anyone for that matter.
Buyers are savvy. They want clear value, not gimmicks. If you’re trying to differentiate, focus on tangible benefits, not forced comparisons to trending consumer brands.
2. Overusing corporate buzzwords
Synergy. Digital transformation. Disruptive innovation. My personal enemy: game changer.
Enouuuugh. These buzzwords aren’t trendy, they’re just white noise. They sound insincere and lack substance. Skip the jargon and speak directly to your audience’s pain points and goals.
3. Fake personalization
“Hi [First Name], I noticed you [didn’t actually do anything related to this email but we’re pretending we care].” Automated emails that scream template are a major turn-off, especially when they contain zero relevance.
Personalization only works when it feels authentic. If you’re going to use it, ensure it’s meaningful. Reference real interactions or tailor the message to the recipient’s industry or challenges.
4. Trying too hard to be relatable on social media
Not every B2B brand needs to hop on the latest TikTok trend or post memes about #CorporateLife. While humor and relatability can humanize your brand, doing it poorly can make you look out of touch.
A forced tone doesn’t build credibility. B2B buyers don’t need your brand to be their quirky internet friend; they need you to solve a problem.
5. Case studies that aren’t stories
You’ve seen them: case studies that list stats but tell no compelling narrative. “Company A saw a 300% increase in efficiency” means little without context. What’s the human element? Where’s the storytelling?
A bland case study feels like a missed opportunity. Tell a real story about the challenges your client faced and how you helped them overcome those obstacles. Let the numbers support the narrative, not replace it.
6. Making everything “thought leadership”
Publishing a LinkedIn post that regurgitates common knowledge isn’t thought leadership. Neither is plastering “Thought Leader” in your headline without actually delivering insights.
Real thought leadership challenges the status quo, provides unique perspectives, or solves problems. Focus on delivering real value instead of chasing the label.
8. Overhyping mediocre webinars
“Don’t miss this exclusive session with our in-house expert!”
We’ve all attended webinars that promise groundbreaking insights but deliver generic slides and a sales pitch. People are tired of glorified product demos disguised as education. Make your webinars genuinely informative and worth your audience’s time.
9. Forgetting to be human
At the end of the day, businesses are made up of people. Overly polished corporate speak and sterile campaigns often miss the opportunity to connect on a human level.
Your audience values authenticity over perfection.
