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Latest fads and Hype Vs Time Tested B2B Marketing Classics


Our brain gets a dopamine boost when we try something new.


So, our brain rewards us when we try exciting things.


That’s why we’re drawn to new shiny stuff.


What else makes us fall for it?


Fear of Missing Out (FOMO) is a big one. We worry that if we don’t jump on the latest trend, we might miss out on big opportunities.


Also, new strategies often promise amazing results. We think something new is better than what we have. This is called grass-is-greener syndrome.


And let’s not forget short-term thinking. The immediate excitement of new things can be too tempting.


Because of all this, we often ditch what’s already working, underestimate our current methods, and make frequent changes. We avoid sticking to proven strategies.


In edition #20 of Vik’s MIX (Marketing Insights Exchange) I’m gonna talk about hype and shiny object we fall for in B2B marketing.


And why some of the most successful companies are sticking to what has been working while testing new strategies.


So here’s the 3-course meal I’ve cooked for you.


AI-Driven Personalization: The Hype vs. Reality


Latest fads vs. time-tested classics


Marketing the Canva Way


Enjoy it and if you love it, let others know about it.


AI-Driven Personalization: The Hype vs. Reality


We hear it everywhere: AI-driven personalization is the future of marketing. It’s going to revolutionize how we connect with customers, understand their needs, and boost sales like never before.


But let’s get real for a second. While AI has its superpowers, it’s not the magic wand some might hope for.


Yes, AI-driven personalization can make experiences feel tailor-made, predicting what customers want before they even know it themselves.


But there’s a lot more to this story than meets the eye—and not all of it is as shiny as it sounds.

Let’s dive into the side most people gloss over.


1. Garbage In, Garbage Out: The Data Problem


AI is only as good as the data it feeds on. If your data is outdated, incomplete, or flat-out wrong, the personalization is going to miss the mark.


Think of it this way: if you feed AI bad data, you're going to get bad recommendations.


Businesses need to invest time in cleaning up their data before expecting miracles from AI.


And, it’s not just about having tons of data—it’s about having the right data, stuff that actually reflects your audience.


2. Privacy: Where’s the Line?


Here’s where things get sticky. To personalize, AI needs data—lots of it.


But with people becoming more aware of how their personal data is being used, privacy concerns are sky-high.


Regulations like GDPR and CCPA have made it harder for companies to just grab and use any data they want.


And customers? They expect transparency. They don’t want to feel like they’re being watched every second they browse a website.


The balance between giving personalized content and not overstepping into creepy territory is crucial.


3. Robots Can’t Replace Humans (Yet)


AI can crunch numbers and spit out recommendations, but it’s not human. People crave emotional connections, and AI, as smart as it gets, lacks empathy.


If companies rely only on AI to interact with customers, things can feel cold, mechanical, and well… robotic.


The best companies strike a balance—using AI for the heavy lifting but blending it with a human touch where it matters. Customers don’t want to feel like they’re talking to a machine.


4. It’s Not Plug-and-Play


A lot of businesses get excited about the potential of AI, but here’s the truth: implementing AI-driven personalization isn’t a walk in the park.


It requires the right systems, skilled people, and constant tweaking. You can’t just flip a switch and expect things to work seamlessly.


Plus, integrating AI into existing platforms often becomes a huge technical headache. The resources needed to make it work can be a challenge, especially for smaller businesses.


5. The Customer is Always Changing


AI can learn from patterns, but customers are unpredictable. Just because someone liked one thing today doesn’t mean they’ll like it tomorrow.


And as more businesses jump on the AI personalization bandwagon, customers will expect even more.


The “wow” factor from personalization wears off fast. Companies need to keep evolving to meet these rising expectations, or they risk falling behind—and fast.


The Bottom Line


AI-driven personalization isn’t a silver bullet, but it can be a powerful tool if used correctly. 

The key is to understand its limitations and avoid overreliance.


Data needs to be clean, privacy respected, human touch balanced with automation, and companies must keep up with ever-changing customer behaviors.


It’s a constant dance, and businesses that master the steps will be the ones who truly benefit.

In the end, the most successful approach is one that mixes AI’s capabilities with human insight, ensuring customers feel valued, not just processed.


Latest fads vs. time-tested classics


In 2024, while B2B companies are chasing the latest marketing fads, many are still ignoring one of the simplest and most effective growth tools—referral marketing.


Why? Maybe because it’s not as flashy as some of the newer trends, but here’s the truth: referral marketing works.


It’s built on trust, and in B2B, trust is everything. If your best customers are telling others to try your product, that's pure gold. So, why aren’t more businesses investing in it? Let’s break it down.


Source: Explodingtopics

 1. The Power of Trust


Referral marketing thrives on trust. When a happy customer refers someone, they’re putting their reputation on the line, which means their recommendation carries a lot of weight.


Research shows 85% of B2B businesses that use referral programs see major growth. Just look at Dropbox—its referral program, offering extra storage to both parties, led to a 3900% increase in signups within 15 months.


Trust drives action, and referral marketing is the perfect tool for it.


2. Sweeten the Deal with Incentives


People need a reason to refer, and good incentives can do the trick.


G Suite offered monetary rewards for referrals and saw a big jump in users.


Zenefits gamified their referrals, creating a leaderboard with prizes, which sparked competition and engagement.


It doesn’t have to be complicated. Simple, thoughtful rewards like discounts, gift cards, or even recognition can go a long way.


3. Make It Easy to Refer


A clunky process kills enthusiasm. The easier it is for customers to refer others, the better.


Companies like Intercom and Zoom nail this by offering personalized, easy-to-share referral links.


Zoom even promotes its referral program on social media, helping spread the word effortlessly.


Automating the process with referral software is another great way to simplify things and track success.


4. Technology Can Help, But It’s Not Enough


Many companies use tech to manage their referral programs, like Salesforce, which rewards employees for referring top talent through their professional networks.


While tech can streamline the process, it’s not enough on its own.


The human element—whether through incentives or personalized outreach—is what makes the real difference.


5. Get the Word Out


Even the best referral program won’t work if people don’t know about it. Promoting the program is key.


Regular reminders through emails, newsletters, and social media, like Zoom does, keep the program alive in customers’ minds.


The more visible and accessible the program, the more referrals you’ll get.


The Bottom Line:  B2B referral marketing is a powerhouse that too many businesses are sleeping on.


With the right mix of trust, incentives, simplicity, tech, and promotion, it can drive serious growth.


If companies took a cue from Dropbox, Salesforce, and Zoom, they’d realize that word-of-mouth marketing isn’t just for B2C—it’s a game changer for B2B, too.


Marketing the Canva Way


Who said business design tools have to be boring? Canva’s marketing proves that humor isn’t just for B2C companies.


In a world full of serious design software, Canva stands out by adding fun into the mix—and it’s working.


Their light-hearted, witty approach isn’t just entertaining; it’s driving sales, boosting engagement, and making their brand unforgettable.


How Canva Uses Humor in Marketing


Playful Social Media Posts - Canva regularly shares funny memes and light-hearted posts on social media. These posts tackle real-life struggles that designers and marketers face, making them relatable and highly shareable. By making people smile, Canva gets their followers to engage and spread the word.


Clever Campaigns - Their marketing campaigns use witty taglines and playful scenarios to highlight the ease of using Canva’s tools.


Instead of boring, technical jargon, they craft campaigns that show how fun and simple design can be—making their software feel more approachable than the competition.


Engaging Video Content



Canva’s videos are another example of humor done right.


Through funny skits and creative scenarios, they show off their product’s features while keeping the viewer entertained.


This not only educates potential users but also keeps them watching, which is key to making a sale.

So what’s the impact of humor on sales and engagement


Let’s have a quick look


Better Brand Recall - Humor sticks. People remember funny ads, and Canva’s lighthearted approach helps the brand stand out when customers are choosing design tools. It turns a functional product into something people want to talk about.


Higher Engagement - By keeping things fun, Canva encourages its audience to interact, share, and eventually convert. This boost in social media engagement translates into more conversions and long-term customers.


Positive Brand Image - Humor makes Canva feel relatable. In a B2B space where brands often come across as stiff and distant, Canva’s fun personality sets it apart, making it a company people actually enjoy doing business with.


In short, Canva has turned humour into a powerful tool for building connections, driving sales, and staying top of mind in a competitive market.


That’s for edition #20 of Vik’s MIX (Marketing Insights Exchange) Newsletter.


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