How B2B and SaaS Companies Are Marketing to SpongeBob Adults

Back in 2011, a study was conducted that suggested that fast-paced cartoons like the oh-so-popular SpongeBob, could negatively impact young children’s brains by potentially reducing attention spans. But that didn’t stop anyone from letting their kids watch it, nor did it deter networks from making more of those quick hit cartoons. In fact, it became commonplace.

Fast forward to 2025, and we’re living the SpongeBob effect.

The kids that grew up on those shows are now adults and your new consumers. They’re becoming the decision makers in corporate America and your new market. Is it any wonder why you have less than 30 seconds to make an impact?

Attention Please

Your biggest commodity is “attention.” More valuable than BitCoin, if you’re still producing pre-2020 content (ie long form, making your point on page 2 and expounding value around page 5) you’ve lost your audience.

Buyers don’t browse, they blink.  Businesses are leaning into the attention-getting economy with soundbites, reels, and micro-stories.

Skim. Swipe. Scroll.

On the go and on the screen you’ve got 2 seconds and they’re gone. You’re up against a never-ending feed of snackable distractions that have trained your audience to consume content differently.

How do you deliver value immediately.
No fluff.
No “opening act.”
Just clarity, relevance, and something unexpected.

Loud is Out. Intention is In.

Ditch the corporate tone and show some personality. Use of short-form video to get human fast and develop compelling yet quick paced ad copy to create curiosity. It’s no longer about making the biggest splash, it’s about sharper, faster, and more intentional content. Shouting it from the rooftops will just leave you hoarse.

Humanize Leadership = Build Trust

A 1950’s concept has come full circle. Founder-led and Executive Content has become popular but it’s in no way a new tactic. Much like the old door-to-door salesmen and mom-and-pop stores, you’re buying something you need but you’re also buying from someone who has proven they’re worthy and capable of your trust. Execs are moving up to the front lines through videos, podcasts, and personal LinkedIn posts. It’s not always about fame, it’s about familiarity.

Proof Points Ain’t Goin’ Anywhere

Case studies are here to stay IF you do them correctly. Much like other tactics you need to evolve your case studies. Refresh and re-envision if you want to catch the eye of audiences today. You’ve got 300 words or less to highlight challenges and solutions….GO! Hint, try using a graphic format or pictorial, quick video clips, and make good use of those testimonials. Bonus points to those who know how to distribute across multiple media.

Snapchat Hasn’t Taken Outlook Out Yet

Yes, people still open emails. Even the SpongeBobbers of the world have email accounts in business and are forced to check them regularly. But not everything will get opened or clicked unless you pique their interest. Milliseconds count here so what’s your subject line going to be? Boring and deleted, or direct and inventive? What’s the CTA? Download and discard or smirk and reply (a forward is also an acceptable action here too.)

In a world filled with distractions (that was subsequently shaped in city of Bikini Bottom) and an audience that consumes content faster than fiber optics, you need to ask yourself if you have the time to figure out how to catch their eye; or if you could benefit from an agency partnership.

Whether you need help transforming a single idea into a full content ecosystem, launching a video-first brand presence, or finally getting ROI from your marketing efforts, 190west is here to help you make it happen. From scroll-stopping video to punchy subject lines and story-driven social posts, our client’s brands thrive because we respect their audience’s time and make every second count. When you are ready to turn fleeting attention into lasting engagement (and sales), give us a call.