In a sea of the identical previous boring black B2B umbrellas, some entrepreneurs have unfurled their rainbow parasols and risen above the content material advertising and marketing crowd. Read on to seek out and study from 5 contemporary examples of how daring to be totally different can result in modern and award-winning B2B content material advertising and marketing.
Using all kinds of savvy advertising and marketing parts together with interactive digital storytelling, knowledgeable perception, micro-sites, quiz instruments, customized knowledge, psychometric analysis, synthetic intelligence (AI), video, on-line collaboration, reside occasions, company social accountability (CSR), influencer advertising and marketing and extra, these campaigns present how B2B corporations are efficiently utilizing ways historically related extra with B2C.
Savvy B2B entrepreneurs know creating campaigns that stand out in immediately’s rapid-fire barrage of digital messages is tougher than ever, but as we’ll see from the stellar content material advertising and marketing examples beneath, when completed nicely the outcomes could be excellent.
1. Dropbox Business — Marketing Dynamix “What Kind of Marketer Are you?”
Dropbox Business’ Marketing Dynamix marketing campaign, which gained the award for greatest use of digital methods and applied sciences on the 2018 B2B Marketing Awards, used a safe interactive micro-site focusing on a brand new viewers for Dropbox — entrepreneurs — and noticed dramatic success.
This modern B2B content material advertising and marketing marketing campaign featured an evaluation software on a micro-site the place entrepreneurs had been in a position to dig into and take benefit of the numerous and distinctive persona traits of themselves and their teammates, and share customized outcomes.
With an preliminary return on funding (ROI) of 25:1 and having pushed 220 p.c of its lead-generation objective, Dropbox Business’ Marketing Dynamix marketing campaign additionally used infographics, psychometric analysis, weblog posts, a 20-page book, and highly effective hero content material to attain success in elevating model consciousness.
The marketing campaign’s main software was a “Marketing Personality” evaluation utility to teach entrepreneurs on strengths and weaknesses, and the areas they may enhance on in workforce relationships and effectiveness, with customized outcomes offered in a 20-page “self-portrait” book.
Another instance of how microsites can assist in B2B advertising and marketing comes from our consumer Prophix. For Adapt & Innovate: AI and the Next Evolution of Finance we utilized a simulated AI persona voice named Penny to assist customers navigate a microsite that includes a spread of business specialists.
2. Adobe — Reshaping The Customer Experience
For its most up-to-date “Reshaping Customer Experience Management: The Future of #CXM” marketing campaign, Adobe labored with TopRank Marketing to create a singular interactive digital story that includes a wealth of B2B influencer content material to extend consciousness of Adobe’s Customer Experience Management options.
Combining knowledgeable perception from each content material advertising and marketing and model professionals together with Ann Handley of MarketingProfs, Jay Baer of Convince & Convert, Shama Hyder of Zen Media, Scott Monty of Scott Monty Strategies, Rachel Richter of Dun & Bradstreet and others, the marketing campaign used engaging and helpful interactive parts to deliver Adobe’s CXM to life.
Our CEO Lee Odden additionally just lately shared “10 Inspiring Examples of B2B Influencer Marketing in Action,” one other glorious useful resource exhibiting how B2B influencer advertising and marketing can assist enhance credibility by selling to patrons utilizing the folks they belief.
“Trends come and go, but the value of trusted sources of information to customers looking for solutions couldn’t be any more timeless.” @LeeOdden Click To Tweet
Another instance of how deep-dive influencer content material packs an particularly sturdy wallop when mixed with interactive parts comes from a brand new case examine a few current profitable marketing campaign, with our consumer Prophix’s Pro Talks long-form video collection.
three. Bosch Professional — Neandertool to Millenitool
Bosch Professional’s “Neandertool to Millenitool” U.Okay. marketing campaign, which gained for each greatest use of social media and greatest limited-budget marketing campaign on the 2018 B2B Marketing Awards, mixed conventional public relations parts with humorous video and animated social media posts to extend consciousness of sensible linked instruments.
The marketing campaign, which used humor to doc the progress of people and instruments by the ages, was particularly profitable on Facebook, with a well-liked persona quiz and a video that generated over 137Okay views.
Video, such because the content material Bosch Professional used on this marketing campaign, has remained a powerful content material kind on Facebook, as the next chart from ClickZ illustrates.
B2B video advertising and marketing is usually a daunting problem, nevertheless we are able to study from sturdy examples such because the Bosch Professional marketing campaign, and from guides together with “How to Select the Right Type of Video for Your B2B Marketing Goals” by our personal Content Strategist Anne Leuman, and “Allen Gannett Shares His Secrets to Racking Up Millions of LinkedIn Video Views” by our Senior Content Strategist Nick Nelson.
“Modern B2B marketers understand that the key to an effective digital content strategy is meeting customers where they’re at, and giving them what they want.” @NickNelsonMN Click To Tweet
By 2021 social community video promoting spend within the U.S. will account for greater than 30 p.c of whole video advert spending, and by 2023 general video advert spend is predicted to leap over 62 p.c from 2019 figures, based on February 2019 eMarketer knowledge.
As the next chart from Renderforest reveals, video use on social media platforms additionally continues to growth.
four. SaxoPrints — Great British Postcard Competition
SaxoPrint’s “The Great British Postcard Competition” marketing campaign, which gained the award for greatest use of content material advertising and marketing on the 2018 B2B Marketing Awards, drove model consciousness by creation of a web-based collaborative neighborhood platform and a supporting postcard initiative that featured celebrities together with former Sex Pistol John Lydon.
The marketing campaign noticed a 66 p.c enhance in enterprise, 274 postcard entries, over 50,000 public competitors votes, and over four.2 million likes on a video interview picked up by a information outlet.
Interactive on-line content material is seeing elevated use in B2B advertising and marketing, and with the success the tactic has achieved — particularly when mixed with storytelling and a powerful and related influencer advertising and marketing aspect — it’s no marvel, as the next chart from CMI and MarketingProfs reveals.
How B2B content material’s future will possible be extra data-informed and embrace extra interactivity equivalent to that in SaxoPrint’s marketing campaign, together with a better quantity of influencers and specialists, is explored in Lee’s current article “The Future of B2B Content: Data-Informed, Interactive, and Influential.”
“B2B brands are increasingly investing in interactive influencer marketing to engage with industry influencers and co-create content packaged with brand content in an experience engaging for influencers and buyers alike.” @LeeOdden Click To Tweet
5. SAP Leonardo — Plastics Challenge
SAP Leonardo’s Plastics Challenge represents a positive instance of a company social accountability (CSR) marketing campaign, utilizing video, downloadable digital property, and analysis studies to assist enhance consciousness of the problem of plastic air pollution, and the significance of how folks all around the world work together with plastics.
The program included a brief ten-minute documentary-style movie, an ethnographic analysis report, and participation within the London Design Festival, all regarding “The Plastics Cloud” initiative.
Considering that 61 p.c of millennials are involved about world circumstances and really feel personally accountable for making a distinction (Source: Generational Adversity), B2B corporations aren’t exempt from taking a stand on values, with 80 p.c of enterprise leaders saying they might finish a enterprise relationship with distributors that didn’t deal with such high-stakes points, based on Hotwire’s “High-Stakes Leadership in a Post B2B World” examine knowledge.
As the B2B panorama positive factors rising numbers of millennials and GenZers over time, CSR issues are additionally prone to be amongst these that may have to be addressed by corporations open to altering workforce priorities.
Harvard Business Review just lately checked out some of the challenges enterprise leaders face when implementing CSR options, with “How CSR Managers Can Inspire Other Leaders to Act on Sustainability,” and a current examine from Clutch reveals that CSR shouldn’t be restricted to solely sure industries, as the next chart reveals.
Blast Off & Learn from Top B2B Content Marketing Examples
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Learning from high B2B content material advertising and marketing examples equivalent to these introduced right here from Dropbox Business, Adobe, Bosch Professional, SaxoPrint, and SAP Leonardo can assist encourage your personal campaigns to achieve new heights. Backed by stable analysis, every of these campaigns present parts that — when deftly integrated into your content material advertising and marketing efforts — gives you the higher hand.
It takes appreciable time, distinctive talent, and generally a large effort to construct campaigns such because the 5 we’ve checked out, which leads some to decide on a high advertising and marketing company, equivalent to TopRank Marketing. We just lately had the respect of being named by Forrester as the one B2B advertising and marketing company providing influencer advertising and marketing as a high functionality in its newest “B2B Marketing Agencies, North America, Q1 2019” report.”