B2B marketing can often be dry, stuffy, and an overall snooze fest when not done correctly. Businesses are slowly but surely learning that business-to-business marketing doesn’t have to be all direct mail and incentive promotions. Some companies are actually producing really creative B2B marketing.
So, which companies have totally got this B2B marketing thing down? Let’s take a look.
Salesforce is one of the most well-known B2B products on the market and since part of their business is actually providing social analytics to customers they’d better be good at social themselves. Fortunately, Salesforce really excels on social, particularly on Facebook where they consistently using their header image to promote upcoming events. They also use Facebook to prominently display links to everything from infographics to blog posts.
Demandbase does a really great job of providing (and sponsoring) educational content for B2B readers. Typically using a mixture of slides, white papers, blog posts, and even microsites, Demandbase racks up leads and pipeline every time it releases a new informational program. Their oft-downloaded and entertaining series of webinars doesn’t hurt.
Microsoft has gotten a lot of flack lately for its aggressive marketing in the wake of the disastrous Windows 8 platform, but what they’re really, really good at is bridging the gap between B2B marketing and customer-facing campaigns. For example, the “Children of the 90s” campaign spoke to every millennial who saw it, from consumers to in-house developers at big firms. Reaching the target audience is half the battle and Microsoft’s doing it right.
Sungard provides software and IT solutions for a wide variety of situations…kind of boring, yes. But Sungard hit on one of the biggest trends of the year with their “Zombie Apocalypse” campaign that linked their services with the risk of an impending zombie surge. Using an infographic, social campaign, and even an e-book, Sungard made a totally boring concept totally viral. Genius.
Atlas Copco is a producer of industrial equipment and they’re revolutionizing the way B2B companies use apps. Utilizing smart phone apps, Atlas offers at-a-touch technical specs, hazardous workplace information, and informational videos for customers to access anytime. The company didn’t just create the content and leave it there – they’re already on the 5th version of the iTunes app because they like to reevaluate and add new content often.
You’ve probably never heard of Clippard and that’s because they’re a medical device company specializing in pneumatic actuators. They mixed up the boring trade show booth by creating an actual guitar made out of actuator valves that’s played by air. Get it? An air guitar! Their booth is now the must-see stop of any medical device tradeshow and they get to show off their product while engaging potential customers. That’s what good B2B marketing is all about.
In 2014, B2B marketing will evolve to be more strategy-focused, much like traditional marketing. Companies will have to work harder to cut through the clutter and they’ll increasingly find ways to utilize social media marketing for business-to-business interaction.