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). 

Let’s fix that, yeah?

Where many brands go wrong

Some brands don’t give a rat’s ass about being bold. These "generic bananas" churn out extremely bland content nobody wants, needs, or remembers. Content that:

• Offers no original perspectives, data, or frameworks
• Lacks a distinctive personality and visual elements 
• Fails to surprise, delight, or challenge expectations
• Doesn’t resonate with audience needs or challenges

On the Content Spectrum, these brands sit on the far left — their content is extremely bland. 

Luckily, generic bananas are rare.

All the marketing leaders I talk to want to be bold. 

And usually, marketers who want to be bold do take action.

Unfortunately, most end up stuck in what I call “the Messy Middle." Their content isn’t extremely bland, but it's not bold either. 

On the Content Spectrum, these brands sit mostly on the left half, although some sit slightly past the midpoint — teetering on boldness.

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 hip 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 with every fiber of our being. But here’s the issue: We’ve seen it before. Copying the "cool kids" might help you grab attention, but it won’t differentiate your brand. 

Note: There’s nothing wrong with using popular tactics as part of your content strategy. Humor, for instance, is a proven tool for grabbing attention and improving recall. So if memes and GIFs and YOLOs fit your brand’s personality, go for it! Just remember: These tactics should be icing on the cake—not the cake itself. 

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 here’s the issue: After your five minutes of fame is over, people won’t remember you for the right reasons. 

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Very few brands master boldness to create unforgettable content. Content that:

• Offers a distinctive perspective and brand personality
• Delivers creative formats and visuals that have wow factor
• Uses proof points to make claims and solutions feel credible
• Demonstrates true depth of expertise

On the Content Spectrum, these brands fall to the far right — their content is extremely bold. 

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 we’re not being seen as the bold brand we aspire to be — and let’s be real, the metrics don’t lie — it’s time to level up. 

So how do we 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 — so that when I talk about “creating bold content,” you know exactly what I mean. 

First, let’s 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. 

Apply this logic to B2B content marketing, and we have a working definition of bold:

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

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

This version of bold is about ditching a tactics-first approach (Let’s create a drone show in the sky to promote our B2B HR Tech!) in favor of a brand-first approach that emphasizes your unique essence. 

Let me share a few examples to illustrate what I mean. 

 The “Hot Ones” inspired video series

Brand-first approach: Let’s say we’re an executive coaching app that helps business leaders grapple with increasing pressure. Instead of simply stating that value prop in a forgettable way, we do a video series inspired by “Hot Ones” where our guests answer questions while eating increasingly spicy chicken wings. The hot wings acts as a metaphor for increasing pressure, which means the video series reinforces our brand message — and helps us bring our narrative to life in a memorable way. 

Tactics-first approach: Let’s say we’re a customer engagement app for car dealerships. Since our core product and positioning has nothing to do with spicy chicken wings, ripping off Hot Ones would be nothing more than a cheap stunt. (Sure, we might seem momentarily bold. But we should optimize for being continuously bold — in a way that helps us be remembered for the things we want to be remembered for.)

The ominous podcast studio

Brand-first approach: Let’s say we’re a cybersecurity solution that helps startups uncover hidden threats. Instead of talking about those threats in an expected way, we create a dimly lit, ominous podcast studio complete with crime scene tape and a flickering fluorescent light. The physical studio 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.)

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

Food for thought

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!