Business-to-business marketing involves companies selling products and services to businesses, rather than end consumers. These companies could include manufacturers, wholesalers, or service providers like IT support teams.
B2B advertising campaigns can be incredibly creative. Using metaphor, humor or dramatization, or a combination of these elements can help brands raise awareness and build trust with audiences.
1. HubSpot
Hubspot is a powerful tool that allows b2b marketing example technology companies to manage marketing and CRM from one platform. Its robust CRM system includes email, contact, and sales pipeline management that helps streamline workflows to drive growth.
HubSpot’s software also has a series of marketing tools to help B2B tech companies generate leads and grow their businesses. These tools include website analytics, social media integration, live chat, and call to action capabilities. The platform offers a variety of free training to teach marketers how to use the tools.
However, if you’re looking for an agency to partner with on your marketing efforts, it’s important to know what your goals are and find an agency that will be able to meet those needs. You want an agency that can deliver results and have the experience to back it up. You can find a reputable agency in the HubSpot Partner Directory. Alternatively, you can work with an independent consultant.
2. Slack
Slack shows off its design and aesthetics in its social media posts. They use appealing colors and patterns in their content to capture attention. Their Facebook posts are mostly visual and text-light, focusing more on testimonials.
The company also shares their blog on LinkedIn to increase reach and boost website traffic. The post covers how the tool is helping businesses to streamline work processes. It also features real-world case studies to demonstrate the app’s effectiveness.
In addition to sharing blogs, Slack also updates their Facebook page with the latest product development. They do this to engage their audience and showcase that they are a dynamic and growing brand. They even ask their audience to tag them if they have any questions, which is a great way to provide prompt customer service. This helps to build trust and loyalty with their customers. In addition, they often share Instagram Reels on Twitter to boost engagement. Similarly, they make their YouTube videos appealing to attract viewers.
3. IBM
IBM is one of the world’s leading information technology companies. It sells hardware, software, IT services, consulting, and more. It’s a multinational company with operations in 175 countries.
While business-to-consumer advertising focuses on reaching the consumer, business-to-business marketing aims to reach an organization’s decision-makers. It requires a strong understanding of the target audience, a clear message, and a targeted approach to advertising.
In the US, LinkedIn makes up the biggest share of b2b display advertising. Ads on LinkedIn allow you to target specific individuals or groups within a company, ensuring that your ad is seen by the right people.
Using account-based marketing tools like Leadfeeder allows you to see the companies visiting your website, their acquisition sources, and buyer intent signals. This helps you identify your top prospects and engage with them at the perfect time. It also lets you increase your ROI by reducing wasted spend on unqualified leads. Try it for free today!
4. Spotify Wrapped
Since 2015, Spotify has created a year-in-review for its users called Wrapped that generates a lot of organic buzz each November. It takes a user’s randomized music data, refines it and organizes it, and then presents it in a beautiful, branded user experience that is highly shareable and engaging.
It’s a best-in-class example of personalised marketing and a great way to generate engagement and loyalty with your audience. The approach leverages the Reciprocity Bias, where giving something of value to an audience triggers their natural tendency to return the favour.
Each year, Spotify adds new features that are entertaining and hard to ignore – including the ability to see your location on a global map of your most streamed artists, or being classified under one of 16 listening personality types. This is all driven by the app’s trove of data analytics. The resulting experiences are creative, sharable, and make Spotify users feel understood. In the world of B2B, that’s a pretty winning combination.