What does it mean to be bold in B2B? Here's a definition to guide you.

“What does it mean to be bold?”

I’ve been thinking a lot about this question lately. And trying to articulate what it means to be bold within the context of B2B marketing. (If you're on my email list, you’ve had a front-row seat to the Erin Attempts To Define Bold show. Thanks for tuning in.)

So many of us want to be bold. We know that bold marketing can help us stand out in a crowded market, win mindshare, and fuel revenue growth. But when it comes to actually being bold, we’re like mannequins striking familiar poses. 

Why do we struggle to show up as the bold brand we aspire to be? 

For starters, because we don’t have an agreed-upon definition of bold, so we run at it in different directions, most of which are detrimental to our brands. We end up mimicking others or pulling stunts that feel bold in the moment but leave us stuck in the “Messy Middle” — not embarrassingly bland but still forgettable.

Let’s fix that, yeah?

The Content Spectrum

First, let’s talk about the Content Spectrum. It’s a framework I use to describe the full range of content from extreme blandness to extreme boldness. 

On the far left, you’ve got your Generic Bananas — brands that churn out content nobody wants, needs, or remembers.

Their content: 

• Offers no distinctive perspective or brand personality
• Uses expected formats and visuals 
• Lacks proof points to give claims and solutions credibility
• Demonstrates little to no depth of expertise 

Like interchangeable and unremarkable grocery store bananas, Generic Banana brands present themselves as “just another option.” Nothing to see here, folks!

Next, you have The Messy Middle, where most brands live. The people I talk to at these companies want to be bold, and they’re trying, but they haven’t yet mastered the critical marketing competencies required to differentiate their brands in a meaningful way.

Brands that do “Messy Middle Marketing” usually fall into one of two camps:

Camp One: The Copycats

If you’re in Camp Copycat, you’ve fallen into the trap of mimicking what works for other brands that seem bold to you. Flashy videos with quick-cut editing? Check. Blogs filled with funny GIFs and memes? Absolutely. A cheeky brand voice that's young and playful? YOLO! 

At first glance, this type of content feels bold — it’s fresh, human, and absent of the robotic corporate language most of us despise. But here’s the issue: We’ve seen it before. Copying the "cool kids" might help you stop the scroll, but it won’t differentiate your brand. 

Camp Two: The Virality Chasers

If you’re in Camp Virality, you conflate boldness with shock value. You pull stunts hoping to go viral. You glom onto trends that have nothing to do with you or your brand. You share random hot takes on LinkedIn to get people riled up, even though it has nothing to do with what you sell or who you serve.

At first glance, this type of content feels bold — it grabs attention and gets people talking. But after your five minutes of fame is over, people won’t remember you for the right reasons. You'll be the brand that got a few laughs but never really left a mark.

On the far right, you’ve got your Content Masters — brands that create unforgettable content that inspires people to take action and change the way they work. 

Their content:

• Offers a distinctive perspective and brand personality
• Features creative formats and visuals with “wow factor”
• Uses proof points to give credibility to claims and solutions
• Demonstrates true depth of expertise

To be clear, you don’t have to sit on the far right of the spectrum to succeed. The real win is getting out of the Messy Middle. As you master those critical marketing competencies I talked about earlier, you’ll naturally move up the spectrum toward the bold end. 

***

Many of us have spent time in camp one, camp two, or both (it’s me, hi, I’m the problem, it’s me). And you know what? Let’s not hang our heads in shame. We deserve a round of applause for having the guts to put ourselves out there and try something new. 

That said, it’s time for an honest look in the mirror. If you’re not being seen as the bold brand you aspire to be — and let’s be real, the metrics don’t lie — it’s time to level up. 

So how do you move up the Content Spectrum toward extreme boldness? 

We begin by defining bold. 

(Without an agreed upon definition to guide content ideation and creation, we risk veering off course — straight into Camp Copycat or Camp Virality.)

Taking a stab at defining bold

I’d like to propose a simple definition of the word bold within the context of B2B marketing — so when I talk about “creating bold content,” you know exactly what I mean.

Bold is standing out by emphasizing your brand’s unique essence.

Consider how we use the word bold in other contexts. When it comes to typography, the dictionary defines bold as “a kind of typeface having dark, heavy strokes, used especially for emphasis.”

We can all agree that when we add bold formatting to a doc, our message stands out. We’re not rewriting our message in Wingdings or completely changing its essence — we’re taking the words that exist on the page and emphasizing them. 

My version of bold isn’t about copying others or clamoring desperately for attention. It's also not about doing something stunt-like or random that puts your brand reputation at risk. 

It’s about ditching a tactics-first approach (Let’s create a drone show to promote our B2B SaaS!) in favor of a brand-first approach that emphasizes your unique essence. 

Let me show you what I mean.

Example one 

Let’s say we’re a customer engagement app for car dealerships. We decide to rip off the viral YouTube series “Hot Ones” and ask our guests to answer questions while eating increasingly spicy chicken wings. But since spicy chicken wings have nothing to do with our brand, this marketing tactic is nothing more than a cheap stunt. 

If we’re an executive coaching app that helps business leaders grapple with increasing pressure, the hot wings act as a metaphor for increasing pressure; they reinforce our brand message and help us bring our narrative to life in a memorable way.

Example two 

Let’s say we’re an email marketing tool for VSBs. To stand out on social media we create a spooky looking podcast studio with dim lighting and creepy props. People might be curious and stop to engage with our content — but once the initial curiosity wears off, they realize we’re just another martech brand talking about the same old marketing topics.

But if we’re a cybersecurity solution that helps startups uncover hidden threats, creating a dimly lit, ominous podcast studio complete with crime scene tape and flickering fluorescent lights physically showcases the dangers of the dark web, and makes an ideal backdrop for these important conversations. (And yeah, when you share clips on LinkedIn, the studio is definitely gonna stop the scroll.)

Bold is the only safe bet.

When we anchor bold to our brand, bold feels less risky and more strategic. Suddenly, we have an easier time planning exciting marketing campaigns and getting buy-in from senior leadership. 

When we anchor bold to our brand, it’s clear: Bold is the only safe bet.

After reading this, you might start to evaluate your competitors’ marketing with fresh eyes: 

Are they actually being bold or are they following the “cool crowd”? 
Are they being remembered for the right things or are they pulling stunts?

If my definition of bold resonates with you, feel free to adopt it!