In a sea of the same old boring black B2B umbrellas, some marketers have unfurled their rainbow parasols and risen above the content marketing crowd. Read on to find and learn from five fresh examples of how daring to be different can lead to innovative and award-winning B2B content marketing.
Using a wide variety of savvy marketing elements including interactive digital storytelling, expert insight, micro-sites, quiz tools, personalized data, psychometric research, artificial intelligence (AI), video, online collaboration, live events, corporate social responsibility (CSR), influencer marketing and more, these campaigns show how B2B firms are successfully using tactics traditionally associated more with B2C.
Savvy B2B marketers know creating campaigns that stand out in today’s rapid-fire barrage of digital messages is more challenging than ever, yet as we’ll see from the stellar content marketing examples below, when done well the results can be outstanding.
1. Dropbox Business — Marketing Dynamix “What Kind of Marketer Are you?”
Dropbox Business image.
Dropbox Business’ Marketing Dynamix campaign, which won the award for best use of digital techniques and technologies at the 2018 B2B Marketing Awards, used a secure interactive micro-site targeting a new audience for Dropbox — marketers — and saw dramatic success.
This innovative B2B content marketing campaign featured an assessment tool on a micro-site where marketers were able to dig into and take advantage of the varied and unique personality traits of themselves and their teammates, and share personalized results.
With an initial return on investment (ROI) of 25:1 and having driven 220 percent of its lead-generation goal, Dropbox Business’ Marketing Dynamix campaign also used infographics, psychometric research, blog posts, a 20-page ebook, and powerful hero content to achieve success in raising brand awareness.
The campaign’s primary tool was a “Marketing Personality” assessment utility to educate marketers on strengths and weaknesses, and the areas they could improve on in team relationships and effectiveness, with personalized results provided in a 20-page “self-portrait” ebook.
Another example of how microsites can help in B2B 工作职能邮件数据库 marketing comes from our client Prophix. For Adapt & Innovate: AI and the Next Evolution of Finance we utilized a simulated AI personality voice named Penny to help users navigate a microsite featuring a variety of industry experts.
2. Adobe — Reshaping The Customer Experience
Adobe Reshaping The Customer Experience image.
For its most recent “Reshaping Customer Experience Management: The Future of #CXM” campaign, Adobe worked with TopRank Marketing to create a unique interactive digital story featuring a wealth of B2B influencer content to increase awareness of Adobe’s Customer Experience Management solutions.
Combining expert insight from both content marketing and brand professionals including 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 campaign used enticing and useful interactive elements to bring Adobe’s CXM to life.
Our CEO Lee Odden also recently shared “10 Inspiring Examples of B2B Influencer Marketing in Action,” another excellent resource showing how B2B influencer marketing can help increase credibility by promoting to buyers using the people they trust.
“Trends come and go, but the value of trusted sources of information to customers looking for solutions couldn’t be any more timeless.” @LeeOddenCLICK TO TWEET
Another example of how deep-dive influencer content packs an especially strong wallop when combined with interactive elements comes from a new case study about a recent successful campaign, with our client Prophix’s Pro Talks long-form video series.
3. Bosch Professional — Neandertool to Millenitool
Bosch Professional’s “Neandertool to Millenitool” U.K. campaign, which won for both best use of social media and best limited-budget campaign at the 2018 B2B Marketing Awards, combined traditional public relations elements with humorous video and animated social media posts to increase awareness of smart connected tools.
The campaign, which used humor to document the progress of humans and tools through the ages, was especially successful on Facebook, with a popular personality quiz and a video that generated over 137K views.
Video, such as the content Bosch Professional used in this campaign, has remained a strong content type on Facebook, as the following chart from ClickZ illustrates.