The #1 way to stand out in B2B

Also: Why your ads aren’t working.

Welcome back to Marketing Qualified! Here’s what we’re talking about this week:

So you want your B2B marketing to stand out? The how is actually stupid simple…

Have a little bit of personality.

Here’s a perfect example from uhoh:

Image credit: uhoh

The final CTA on a landing page is usually generic and boring. This one isn’t.

It feels like a real person wrote it. It uses humor to refresh attention. It lets the brand’s personality shine with just a few words.

Last week, we talked about why micro messaging is so important. This is micro messaging mastery.

🤳 10 creator campaign metrics your CEO actually cares about.

This is so real:

Many B2B teams completely write off paid advertising, saying things like:

“Ads just don’t work for our niche.”

“We tried once, but it was a waste of budget.”

”Decision-makers don’t pay attention to that stuff.”

Or our favorite:

“Our audience just isn’t on those platforms.”

Your audience isn’t on social media or search engines in 2025???

The truth is, if your B2B company's return on ad spend is in bad shape, most of the time the problem isn’t targeting or budget.

It’s that the ads never say what the product actually does.

Before you give up on paid ads completely, try this first:

Don’t talk about your category, your vibe, your vision.

Just talk about… the thing you sell and who it helps.

If someone sees your ad a dozen times and is still confused about what you do, you have a major clarity problem.

Fix that first.

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