In business, out-of-the-box marketing strategies are what have made the difference between success and failure — those who get creative and those who don't. Some of the most successful companies and brands in history have done so because they used “out-of-the-box” tactics to their advantage.
In this blog, you can find some of the best B2B marketing campaign examples. This will help you rethink your approach to B2B marketing campaign strategy.
Before we get into the campaign examples, let’s first take a look at what B2B marketing is.
What is B2B Marketing?
Business-to-business (B2B) marketing is a term used to describe the methods and strategies used by companies to market their products and services to other businesses.
It is even more concerned with reaching decision-makers and influencers within organizations who will be making purchase decisions on behalf of the company.
Moreover, the primary reason to focus on B2B marketing is that it's the most efficient way to hit a large potential market with your product or service.
Important Elements Of B2B Marketing Campaign
When it comes to the B2B marketing campaigns that perform best, we've learned there are three elements that are important: messaging, positioning, and voice/tone.
Messaging is all about how you let your potential customers know about your company. Your marketing materials, website, and sales/customer service reps are all part of this.
Remember, messaging should be consistent across channels. If your website says one thing about your prices and another thing during a sales call, it's confusing for your potential customers.
Positioning is about how you stand out from the competition - what makes you unique? What do you have to offer that others don't? This can change as time goes on, or it can stay relatively static. But it's important either way because it tells people what they can expect from working with you.
Voice/tone is one of those elements of a successful campaign that's often overlooked because it's so subtle. But if you get creative about how you speak about your products and services. Then, you can set yourself apart from other companies in the market.
Successful B2B Marketing Campaigns
Successful B2B marketing campaigns can be powerful examples of the ways in which well-executed marketing tactics can drive strategic business goals.
Here are just a handful of inspiring B2B Marketing Campaigns that will empower your own marketing strategy:
Google: “Search Like a G Series”
Google kicked off its 20th Anniversary celebration with the ‘Search Like A G’ B2B marketing campaign. The goal of this campaign was to show entrepreneurs and business owners how Google can help them reach their target audience. This campaign was a humorous series in four parts featuring BBC's popular comedy character Chabuddy G.
IBM: "Every Second Counts"
IBM's "Every Second Counts" campaign used a mix of video and images, which directed users to their landing page. The usage of mixed media throughout the campaign helped the audience to have a highly engaging experience with the campaign. The company also used social media effectively to push the content forward.
GE’s Instawalk event was a unique way to bring the company’s fans together and deepen relations with them. In this event, 6 Instagram influencers and 6 GE aviation fans were invited to its aviation facility in Peebles, OH where they took innovative photographs of different facilities and machines.
Moreover, to make it engaging, GE held a contest on Instagram to choose the aviation fans where users had to comment on GE’s InstaWalk post with one sentence on why they were the biggest GE aviation fans.
TE Connectivity: “The Science Behind Science Fiction”
If you're in the B2B marketing industry, it's more than likely that you've already heard of TE Connectivity's The Science Behind Science Fiction campaign. In fact, this was one of the best B2B marketing campaigns of 2019.
TE Connectivity, a global industrial technology leader, leveraged the power of Hollywood to reach new audiences. This campaign helped to keep TE top-of-mind among the next generation of engineers working at start-ups and big names in the manufacturing industry.
Shopify: "Let’s Make You A Business Campaign"
Shopify’s “Let’s Make You A Business” campaign encouraged everyone to believe they can have their own business. And with the help of the company, they can also grow their business.
The campaign targeted potential investors in small businesses. And helped them see how Shopify services can make their product lines more effective and efficient.
Shopify provides resources such as e-commerce apps and templates, sales funnels, and product pages that are built to convert. Thus, it offers an easy way to create the right image for their brand, build trust with customers, and sell more of their products.
Oracle: "Digital Bank of the Future"
Oracle's "Digital Bank of the Future" Campaign generated 350K new leads and estimated revenue of $28 million in the pipeline. Oracle teamed up with a B2B marketing agency MOI Global to bring greater awareness and influence among digital banking decision-makers through multi-channel platforms.
Both the companies produced in-depth research pieces on the disconnection between consumer expectations and banking practices. Moreover, the campaign was also shortlisted for the B2B Marketing Awards 2019.
The main goal of Dropbox's LifeInside Dropbox Campaign was to attract talent by showcasing the company's work culture. The company featured its employees and their diverse passions, interests, and experiences under the hashtag #LifeInsideDropbox.
In fact, to make its content stand out on feeds, the company's posts tend to include striking visuals. As a result, the hashtag has motivated user-generated content.
To sum up, the fundamental purpose of any business is to make a profit. This is a concept that drives marketing in all businesses. Business-to-business marketing can be highly complex and involves planning, research, and knowledge of the target audience to engage them with the brands.
We have looked at some cutting-edge B2B marketing campaigns to get an idea of how to make an impact on your audience using digital media. These examples provide direction and inspiration for your next B2B marketing campaign.