Humor is human! Despite that, there haven't been many great examples of humor in B2B. I believe that is changing.

Moreover, according to a global Nielsen Survey of Trust in Advertising conducted in September 2013 of 58 countries, 47% of respondents said that humor resonates more than any content approach.

Laughter lowers the intellectual shield your busy prospects have up all day just to survive the messaging onslaught. Humor opens up a space for connecting because it disrupts the expected pattern.

Here are six types of humor that grab attention and generate conversation.

1. The Truth

The truth is funny and human. Talking about a truth (for example, a real problem) your audience recognizes shows that you get them and demonstrates empathy.

For example, relationships are funny. In 2012, I wrote about a supply-chain management software company called Kinaxis. It has a very funny video that parodies the "awkward" relationship between a vendor and customer by comparing it to a precarious dating one. And it is. The customer can dump a company at any time.

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image of Kathy Klotz-Guest

Kathy Klotz-Guest, founder of Keeping It Human, helps companies turn marketing-speak into compelling human stories. A comic improviser and marketer, she also runs a marketing podcast. Reach her via

LinkedIn: Kathy Klotz-Guest

Twitter: @kathyklotzguest