PODCAST·Content Strategy
How to use Humour in B2B Marketing
Esther Dawson, Global Brand & Content Lead at Breadcrumb, tackles one of B2B marketing's trickiest challenges: how to build a genuinely funny brand without making everyone cringe.
22 May 2026Tom RudnaiGuest: Esther Dawson
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Tune into this episode, as we explore:
- (00:24) Culture first: why humour has to exist inside the company before it ever hits the feed
- (02:31) The cringe problem and why you can't just hire someone and tell them to "be funny"
- (04:32) Gallows humour in cybersecurity and why the best campaigns meet your audience where they actually are
- (06:18) Where humour earns its place: brand awareness, pain points, and the printer you've formed an unhealthy relationship with
- (09:20) Scaling a humour-led brand: how to keep the confidence (and the buy-in) as the stakes get higher
- (11:36) Witty vs. jokester - the distinction that keeps your brand from becoming one person's version of funn
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