'Would someone send this to their work group chat?' An underrated test for B2B ads
aigleeson · x · 2026-10-26
The author proposes an underrated heuristic for judging B2B advertising: would someone send it to their work group chat? Example: Smartlead's billboard at Wynyard Station — "Mind the gap. We'll mind the pipeline." It's a terrible pun, but on a platform full of commuters, someone might snap it and send it to their sales manager.
That's a more useful creative starting point than cramming a website onto a poster. The framework: who sees it, who would they send it to, and what would they say? The author argues more B2B ads should be comfortable being a little unserious.
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