Marketing Campaigns

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Best B2B Marketing Campaigns To Empower Your Marketing Strategy

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

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

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

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: “Instawalk”

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.

Dropbox: #LifeInsideDropbox

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.

Final Thoughts

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.

Want to reach out to the decision-makers of the companies, but struggling to get their contact details?
Try our contact finder tool, Mr. E by EasyLeadz

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How To Perform A/B Testing And Skyrocket Your Conversions

Everyone wants to convert their website visitors into paying customers. But a less-performing landing page of a website may have a negative impact on your conversion rates. This further affects the rate of your sales. If you are looking to skyrocket your conversions to a higher level, but are not sure about what to do.

Don’t worry!

As we are here to figure it out for you.

You have probably heard the term, A/B testing. Not performing A/B testing or Split testing on your website is like pouring water into a leaky bucket. Just like, a leaky bucket cannot hold water, similarly, you cannot generate revenue without A/B tests.

Also Read | The Ultimate List Of Sales Glossary

What is A/B Testing?

A/B Testing is an experiment between two variants or versions, named A and B to measure and compare the market response to each variant. Usually, the companies perform AB testing to find out which approach attracts more customers. It is also known as Split testing.

You can also compare your website elements such as a landing page, navigation menu, sidebar, or exit popup to examine the difference in performance.

These two variants of the element are displayed on different segments of website visitors for assessing which variant drives the maximum conversions.

A/B Testing Example

You can compare two different web pages of a website about the same product to test which page generates more leads. In fact, you can also perform AB testing on Facebook posts. You can test with two different posts to compare which post has more engagement, reach, likes, or comments.

Let’s say that someone created two different landing page designs for a website. In design A, he used an italic font and red color CTA button. In design B, he used a bold font with blue color CTA button. Now, the marketing team will display one design to one group and the other design to the second group. Then the team will analyze which design performs better in clicks or other metrics.

After performing this test for a week, if the blue CTA (design B) delivers better results as compared to the red CTA, then the marketing team starts finding why that design gives us better results and follows the same approach for further campaigns to increase the conversion rates.

Why Do We Require A/B Testing?

Well, A/B testing is one of the most used conversion optimization strategies today. Many marketers implement this strategy to figure out what will help them in increasing sales and conversions.

(1) Split testing or A/B testing helps you in lead generation by indicating which variant of your website or a marketing campaign, such as a headline, form, or CTA button works better.

(2) This testing is easy to perform and less time-taking.

(3) It improves the most important metric, i.e. conversions.

(4) Even a failed A/B test can provide you with the important information to improve your next marketing campaign.

Elements of A/B Testing

Changing a single word in your content is not going to help you reach your conversion targets. So, you need to know what elements will work for you. Here are a few efficient elements of A/B tests:

(1) CTA (Call-to-action): Your CTA is where the actual action happens. It decides whether or not your visitors sign-up for a trial, book a demo, or make a purchase.

(2) Headlines: The headline of your webpage is the first thing that your visitors see. If that does not attract them, they won’t stay on it for long. The headlines and subheadings should be catchy and short.

(3) Subject Lines: The open rate of marketing emails based on the subject lines. If the recipient does not like the subject line they won’t open the email. You can try some power words or questions to make it interesting.

(4) Popup: Popup is an effective element of A/B testing to boost your conversion rate. You can change the content, animation, or CTA button to find which popup is keeping the visitors engaged.

(5) Images & Videos: Visitors always love to see impressive images, intuitive videos, and short infographics. You can add video testimonials or more graphics to take your marketing to the next level.

(6) Landing Pages: It is the most important element that can impact your conversions.

(7) Social Presence: Usually buyers go through reviews or testimonials before making a purchase. Even, they assess your social presence for the same.

How To Perform A/B Testing To Improve Your Conversions?

A/B testing or Split testing includes the below-mentioned steps to improve your conversions:

Step 1: Choose Variant & Set Metrics

Before you run the A/B test, you need to do some research. You cannot use all the elements to test, you need to select a few and then prioritize which should be tested initially. Once you have selected the variant, set some metrics or parameters (sales, clicks, conversions) of your test.

Step 2: Choose the Page and Elements for Split testing

You can begin with your high-traffic webpage. It could be your homepage or landing page. Whatever you select, it should be directly linked to your metrics. After choosing the page, assess all the elements such as CTAs, reviews, popup, etc. to find what can be improved.

Step 3: Create Variables

On the basis of your hypothesis, you need to create a variable to test it against the current variable. Change only the elements that you selected in the previous step. Make only one change at a time to examine the results effectively.

Step 4: Select your A/B Testing Tools

Based on what you are testing, you can choose any built-in testing tools. As there is no single A/B testing tool that tests all your elements. These tools help you in analyzing users’ behavior towards your testing campaigns.

Step 5: Run the test

With the tool that you will be using, you need to set the time for how long you want to run the test. This will help in observing the metrics to get more accurate results.

Step 6: Analyze A/B Testing Results

Once the test concludes, your A/B testing tool will examine the information acquired and present the data, comparing the performance of both variables A & B. While analyzing the results, consider the metrics such as an increase in conversion rate or revenue.

Now, draw insights from it, and use them in the future A/B tests to increase your conversions. Once you get your result, you can repeat the same process again with a different variable.

How Can A/B Testing Benefit Your Business?

A/B testing can benefit your business in the following ways:

(1) Increase Conversions
(2) Generate More Leads
(3) Reduces Bounce Rates
(4) Improves Engagement

So, A or B? Figure it Out!


Want to reach out to the decision-makers of the companies, but struggling to get their contact details?
Try our contact finder tool, Mr. E by EasyLeadz

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Everything You Need To Know About Enterprise Marketing

As an enterprise organization, you have unique marketing needs that differ from small businesses and other types of organizations. You need to reach a larger audience with a more complex message, and you need to do it efficiently and effectively. That’s where enterprise marketing comes in.

Enterprise marketing is the process of creating, managing, and executing a successful marketing strategy for an enterprise organization. It involves using the right tools and tactics to reach your target market segments, engaging them with the right content, and converting them into customers.

If you’re not sure where to start or you’re facing challenges in your current efforts, don’t worry. We’ve got you covered. In this post, we’ll define enterprise marketing. We will also introduce you to the tools and tips for successful enterprise marketing.

What Is Enterprise Marketing?

Enterprise marketing means encompassing all the marketing practices of an organization from lead generation to customer retention. It includes any method of communication with customers, or employees, within the company’s sphere of influence.

Moreover, it is also a subset of B2B (business to business) marketing. It often involves large corporations, big budgets, and complex processes.

The goal of enterprise marketing is to build long-term customer relationships by understanding their needs and providing value through content and lead generation tactics like webinars, case studies, and infographics.

What is Enterprise Marketing Management?

Enterprise marketing management is the collection of activities and processes used to generate leads and drive success in an enterprise environment.

Enterprises use a variety of methods and tools to manage their marketing efforts, including market research, target market analysis, lead scoring systems, targeting campaigns, measurement tools, and more.

By understanding how these different aspects work together, businesses can create a successful enterprise marketing strategy that will help them reach their goals.

Types Of Enterprise Marketing Tools

For an enterprise marketer, there is a variety of tools and software present to leverage:

(1) Customer Relationship Management (CRM) platforms
(2) Email marketing software
(3) Marketing automation software
(4) Account-based marketing (ABM) software
(5) Search Engine Optimization (SEO) tools and databases
(6) Social media management and monitoring platforms
(7) Calendar scheduling automation tools
(8) Chatbot software
(9) Landing page optimization tools
(10) Sales and marketing intelligence
(11) Project management tools

How To Focus On Enterprise Marketing?

If you’re an entrepreneur or business leader with aspirations of scaling your company, then enterprise marketing may be the solution for you.

There are a few key things to keep in mind when focusing on enterprise marketing: first, remember that the needs of enterprise customers are often different than those of other customers. This means that your marketing strategy should be tailored specifically to them.

Second, the process is key; without well-defined processes in place, it will be difficult to manage an effective enterprise marketing campaign. Finally, don’t forget about measurement; you need to track progress and results so that you can adjust your approach as needed.

Tips For Successful Enterprise Marketing

Find the little difference between ABM and enterprise marketing

If you’re not familiar with the terms “account-based marketing” and “enterprise marketing”, then you’re missing out on an essential part of modern marketing.

Enterprise marketing and account-based marketing (ABM) are two sides of the same coin. Both require you to take a tailored approach to build rapport with accounts and the buyers within them. The key difference between the two is that enterprise marketing takes a more holistic view, while ABM is more focused on individual accounts. 

Understand your marketing assets and scale accordingly

Enterprise marketing needs high-level knowledge of the tools and strategies available to you to scale your marketing campaigns and reach your target audience. If you’re not familiar with all of these resources, then you may find it difficult to scale your marketing efforts effectively. That’s why it’s important to understand what assets you have and how they can be used to reach more people.

Understanding your marketing assets means reviewing your content strategy, lead scoring processes, social selling approach, and inbound marketing programs to fulfill the expectations of the customers or accounts you’ll be selling to.

As earlier mentioned, there is a wide array of tools to reach your audience effectively. Platforms like EasyLeadz help enterprise marketers to find the direct contact numbers of the decision-makers of the companies with its tool, Mr. E, the B2B Contact Data Provider. This helps them to close more sales in less time.

Networking

Networking is one of the most important aspects of enterprise marketing. By networking and building relationships with people who work in your target market, you’ll be able to gain valuable insights that will help you close more deals and grow your business. So don’t be afraid to reach out and ask for advice from those who know best!

In fact, according to LinkedIn research, 83% of employees say that having personal connections at work has helped them advance their careers over time.

Remember that the typical Key Performance Indicators (KPIs) likely won’t work

As every marketing strategy requires some goals to track pipeline and revenue. But the KPIs typically used in high-level marketing probably won’t work in an enterprise marketing plan.

Enterprise marketers should consider account-specific KPIs such as customer lifetime value (LTV), sales per lead, organic search growth, and account conversions. These types of KPIs give more clarity about your marketing campaign performance.

Hope this helps you out in your marketing journey! For more informative business-related content, stay tuned to EasyLeadz.

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Ace Digital Marketing with Malhar Barai, Tech Mahindra

Spent thousands of dollars on the marketing campaigns, but still didn’t get any impressions? Have you implemented the right marketing strategy? Or did you just forget to do an Analysis? Let’s figure it out with this podcast of Masters of Sales through which you will learn some hidden secrets of digital marketing.

This Masters of Sales podcast features Malhar Barai, who is a Digital Marketing Strategist and Marketing Technologist. He is currently working as the Head of Marketing for APAC & India for Tech Mahindra. He is also a Passionate Speaker and Startup Advisor with a dynamic personality that sparks a dull atmosphere with energy and motivation.

“Ignoring digital marketing is like representing your business without any audience.” – Jason Matthew

Nitin Bajaj, Founder & CEO of Easyleadz – the B2B contact data provider, invited Malhar Barai on the Masters of Sales platform to make you familiar with the core concepts of digital marketing. These concepts are often ignored while you are running marketing campaigns. So, let’s dive deeper into it.

Malhar Barai – An Accidental Marketer

Malhar Barai has great experience in Integrated Digital Marketing Campaigns, Evangelism, Agency Interaction, SEO, SEM, Branding & Lead Generation. Not just that, he also has a strong-hold on Java/J2EE and related technologies. More so, he co-authored a book on Java.

He is a dedicated and thriving marketing professional who has previously worked in True Solution, DecisionCraft Analytics, Quinnox, and Symphony Services. His 14 years long journey with Tech Mahindra has been nothing but spectacular. He is also leading the marketing functions for APAC & India regions and Global Digital Marketing in the organization. In fact, his technical background helped him a lot as a Digital Marketer.

Learn Digital Marketing

Before moving ahead, let’s grab the little difference between marketing and digital marketing.

A little difference between Marketing and Digital Marketing in order to make you learn more about the digital marketing.

According to Malhar, there is no entry barrier for digital marketing. As all you have to do is post and update on the various social media platforms. But apart from posting and updating the key factors that really matter to get good ROI organically are:

  • how well you understand your audience
  • when your audience is the most active
  • how much your audience engaged with your posts

He further added that at Tech Mahindra, they curated a philosophy called “NXT.NOW“. This philosophy helped them to bring the dynamic digital transformation during the tough times of Covid.

Moreover, while talking about how to deal with large enterprises, Malhar disclosed that there are two parts of it. One is Business Branding which includes LinkedIn Live sessions, Physical events and the other is Talent Branding (you will find more about it in the podcast, so stay hooked).

Besides this, there are some other tactics that you can implement to build a strong digital marketing strategy:

  • Do proper Market Research and Market Analysis.
  • Target your Audience and Retarget your Leads.
  • Create a Baseline.
  • Sell the Steak and Not the Sizzle.
  • Put a captivating Call to Action.
  • Build a Sales Funnel.

These tactics will lead you to develop a successful marketing campaign.

Hope you find the content useful, and for more informative content on sales and marketing, stay tuned to EasyLeadz.

Watch the entire video to learn the hidden secrets of digital marketing.

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