1. B2B Marketing Examples
1. Social Media Marketing: Adobe
TikTok can seem like a difficult platform to stand out as a B2B brand, but some companies have managed to attract thousands — if not millions — of viewers to their videos through high-quality content and an understanding of the app.
Take software company Adobe, which has 262.3K followers and 2 million likes on its TikTok account.
When Adobe first joined the app, the company's second video got over 2 million views. The video asked its audience, Who is a creative TikToker we should know about?, which encouraged high audience engagement.
Adobe succeeds on the app because it creates engaging content specifically catered for TikTok's audience. All Adobe's videos are short, entertaining, and easily digestible.
Take the following example, which has over 370K views and highlights how user @emilesam used Adobe's After Effects edit to create a fighting sequence against himself.
The brand does a good job highlighting its products in a fun, non-promotional way. Both consumers and businesses can see a clear connection between using Adobe's products and finding success on TikTok — which makes this a great example of B2B marketing.
2. Content Marketing: Shopify
Ecommerce company Shopify produces many different types of content resources, such as a blog, business courses, and community events. But one content avenue that helps the brand stand out is its podcast, aptly titled Shopify Masters: The ecommerce business and marketing podcast for ambitious entrepreneurs.
The podcast focuses on inspiration stories from entrepreneurs, and offers practical tips for starting an online business on Shopify. Episode topics range from "Disrupting the Soda Industry with a Healthy Spin" to "How Masks For Dogs Landed a Deal on Shark Tank".
Offering so much valuable, interesting content for free is a fantastic example of effective B2B marketing, which should always provide value before it tries to extract it.
3. Digital Marketing: Mailchimp
Mailchimp's homepage is easy to navigate, clean, and focuses entirely on its customers' pain points.
Consider, for instance, the first large text you see when you click on the page: "Get down to business and grow sales". The smaller text below it reads, "Engage your customers and boost your business with Mailchimp's advanced, yet easy-to-use marketing platform."
The language focuses on the customer, and how Mailchimp can help the customer reach their goal: To grow their businesses.
Additionally, the website offers a banner at the top of the page that enables customers to choose in which language they'd prefer to view the website. Even the company's Products navigation menu includes how the product can "Get Your Business Online" and "Market Your Business".
Ultimately, the company demonstrates how much they value each of their customers by tailoring each piece of content towards its customers' unique challenges.
4. Client Testimonials: Venngage
Venngage took its positive client testimonials and sprinkled them throughout its website. This social proof lets prospects know that you have a track record of reliability, and have delighted previous customers beyond expectation. Not only that, but sharing testimonials can have a big impact on potential consumers in the Consideration and Decision stages.
After all, 87% of consumers read online reviews for local businesses in 2020, which is up from 81% in 2019, so using client feedback is a great tool to attract new ones.
5. B2B SEO: TravelPerk, Google
A B2B buyer spends 27% of the time in the purchase journey independently researching online, potentially using at least one search engine during the online research. It’s worth the time and money to invest in making sure other businesses can find you with ease.
TravelPerk displays a diverse range of paid search and SEO. An impressive SEO strategy is its use of topic clusters and sub-topics for reaching its target audience. TravelPerk ensures that search engine pages like “business travel expenses” have a paid ad leading to its website, or high-ranking blog content providing information travelers are looking for.
6. Inside Influence Marketing: IBM, Influencer and Employee Advocacy Program
IBM Systems business group has seen the growing importance of employee voice and the rise of employee influencers as a strategy in B2B marketing.
In the words of Ryan Bares, Global Social Programs Lead, he states, “In the B2B marketing world, we’ve all come to understand that buyers trust individual voices more than formal marketing and advertising messages, so finding ways to optimize influence internally is becoming a key area of focus.”
Leveraging employees in your company that have an affinity for the industry, vast knowledge of trending topics and your brand, could be key in building new relationships in the industry.
7. B2B Referral Program: Blackbaud, Blackbaud Champions
Blackbaud offers an incredible B2B referral program that incentivizes current customers to become product advocates — Blackbaud Champions. Champions are encouraged to share their insight into how the implementation process works, what it’s like to work with the team, and how Blackbaud solutions have helped you advance their mission.
“When you share your experiences and expertise and help us spread the word about our products and services, we’ll reward you with benefits only available to Champions. By providing your feedback, participating in activities like reference calls and case studies, and sharing educational content and events on social media, you’ll earn Reward Points in the Blackbaud Champions Hub which you can redeem from the Champions Rewards”
These points are what Champions strive to redeem, as they include incentives like discounts, complimentary passes, gift cards and VIP experiences, and more.
Referral programs are a great way to kindle customer loyalty and have advocates spread the word about your business through the network.
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