In the world of B2B marketing, there is a lot to juggle. Between budgets, creative, strategy and leads, B2B marketers definitely have their work cut out for them. To make matters even more stressful, marketing to businesses is completely different than marketing to individual consumers. There are entirely separate methods and strategies for promoting and marketing towards business audiences. Wouldn’t it be nice to have some B2B marketing examples to follow?
Lucky for you, we’ve already tried and tested some of the best B2B marketing strategies (so you don’t have to!). If you’re looking for some successful B2B marketing examples to follow, here are a couple to inspire you.
3 B2B Marketing Examples (That Deemed Successful)
Lead Generation with Webinars
Overall, most successful marketing strategies focus on lead generation and guiding those prospects through the marketing funnel. This example shows how Vertrax, a supply chain management solution provider within the oil and gas industry, increased their qualified leads using repeatable and valuable content for their prospects.
Vertrax began hosting rotating product webinars — monthly webinars that alternated between Vertrax’s three main products. Unlike a full-on demo or sales pitch, these webinars took a deep educational dive into the problems their solutions were solving. These webinars gave Vertrax’s sales team tangible content to send their leads and the opportunity to repurpose the webinar as gated content to capture even more leads.
Since Vertrax’s first product webinar, Vertrax’s pipeline has increased in the number of healthy, reliable, and qualified leads.
Creative Storytelling with Video
When it comes to B2B marketing, It’s always important to know who your buyer persona is. What kind of content are they consuming? Where are they consuming it? What content would resonate with them enough so they are aware of your solution/product?
In this B2B marketing example, IngeniousIO, an innovative solutions leader in the AECO space, realized that their end customers were not likely to read heavy content like lengthy whitepapers or research reports. They needed an accessible and exciting way to present their solution.
Ultimately, they decided that a humorous, approachable product video would be the best way to communicate their message. After a few weeks of paid advertising on YouTube, IngeniousIO generated tremendous activity from their target demographic with 260k views, 475k impressions, and a total view rate of 54%. The ad also caused a large increase in inbound leads for IngeniousIO, further confirming that video was the best medium to reach their buyer persona.
Repeatable Marketing with Content
Many B2B marketers may have finite resources to dedicate towards strategic marketing efforts and campaigns. Marketing plans might include a reoccurring marketing strategy to enable a continuous stream of content generation without depleting your marketing team’s resources.
Take this situation for example. Bridge Financial Technology, an analytics SaaS platform in the financial industry, needed a measurable marketing program that would allow them to be more strategic with their marketing efforts, and enable their organization to scale.
As a result, Bridge built a repeatable marketing plan to support their marketing and sales team’s needs. This repeatable solution could be promoted through all of Bridge’s marketing channels. This included newsletters, blogs, social posts, and a weekly webinar to showcase a broad overview of Bridge’s platform functionality.
The frequent, repeatable marketing content substantially impacted Bridge’s pipeline, with 29% of Bridge’s MQL converted to SQLs and a 9.6% conversion rate overall.
Looking for success similar to these B2B marketing examples? Let SmarkLabs do the work for you! Drop us a line, and we’d be happy to help.
