This week, we are thrilled to have Maddy Barber and Megan Harber from Jiminny join us to talk about the art of guerrilla marketing in 2024 and whether it's still relevant—especially for B2B brands. Spoiler: it absolutely is, and here's why.
"Hi, I'm Maddy," started our guest, putting a face to Jiminny's bold content marketing. Her partner in crime, Megan, heads up events and marketing management. Together, they bring vibrancy and a sprinkle of cheekiness to Jiminny's marketing strategies. "We're quite a small team, so as much as our job titles say one thing, we're probably doing many things," Megan explained, noting they are the quintessential marketing generalists.
As Emma pointed out, for many, the term 'guerrilla marketing' might still conjure images of flash mobs and borderline-outlandish campaigns. To clear the fog, Megan broke it down simply:
"Guerrilla marketing is just being bold, doing something that isn't normally done within your kind of industry."
Maddy added,
"It's all about surprising people, taking unconventional methods, and maybe having an underdog mentality."
"In B2B marketing, there's often this stereotype of boring, navy blue, buzzwords. You can absolutely get lost in this sea of sameness," Maddy pointed out. But energizing your marketing doesn’t mean risking your career. "It's the fear internally of maybe not being allowed to do something or the fear of getting fired if it goes wrong," Megan lamented.
However, they argue that a bit of courage, creativity, and a supportive environment can make a significant difference. "Me and Meg are very lucky to work in an environment where we're in a safe space to try those things," Maddy mentioned.
"The biggest thing for me is having that safe space," Maddy emphasized. She recommends taking a resourceful approach over lavish budgets. Megan agreed: "Limitations definitely push you to be more creative." Their strategy often involves throwing traditional methods out the window and approaching key objectives with a blank slate.
Emma offered an essential piece of advice: use social media as your training ground. "Post something on social, and if it flops, it's fine; you try again. The next time, it might go viral," she advised. Social media offers the flexibility to experiment without the high stakes of big-budget campaigns or flamboyant events.
However, through all the fun and experimentation, Maddy and Megan stress not to lose sight of strategy. "Where's [a] great place to try the fun things? Events," Maddy said. Yet, a strategic goal must accompany all fun and creativity. "We created some really cool content on social. People loved them," Megan declared about Jiminy's adventurous beer giveaway at conventions.
"Like you said, Emma, that 80/20 rule about stuff you know works and leaving 20% for experimentation is what we apply,"
Megan acknowledges. Your crazy ideas don't always have to be on the grand stage; sometimes a low-risk, creative post does the trick just perfectly.
For marketers looking to tread cautiously, Maddy suggests an internal system of approval. "What's the worst-case scenario? Work backward from that to mitigate those risks," she says. If that's not enough, Megan believes bringing in other departments for a brainstorming session can harvest fresh, bold ideas.
The episode ends with lots of laughter and future collaboration plans, underscoring that taking risks, even small ones, is a vital part of staying creative and competitive in marketing. As Emma pointedly notes, "It's all about pushing and pushing gently, over time."
We hope this episode inspires you to take that bold step your B2B marketing strategy needs. Just remember, you don't have to blame it on marketing—join us as we make marketing bolder, one campaign at a time.