Introduction to B2B Marketing Campaigns

Good B2B marketing is not just important — it’s essential in supporting your business goals.

What’s the best way to create a successful campaign? Well, you need to stand out and stick in your clients’ minds. To do this, focus on creating B2B campaigns that make them feel something.

Dreaming up ideas that leave a lasting impact is easier said than done. But with the right planning, research, commitment, and enthusiasm, it can be pulled off — and to great effect.

The key differences between B2B and B2C marketing lie in who you're targeting — but also how you communicate with your audience. This is because B2B brands typically deal with longer sales cycles and more complex buyer groups than B2C: think of a one-time purchase vs a longer investment.

When starting your B2B campaign, it’s important to research and know your customer — 82% of the best-performing B2B marketers credit their success to understanding their audience.

Embracing new technology, such as generative AI, is also important, with a survey from McKinsey in September 2024, finding data-driven commercial teams that blend personalized customer experiences with generative AI are 1.7 times more likely to increase market share.

Engage your B2B customer with a personal touch. Salesforce found in 2022 that 72% of buyers expected personalized engagement and according to Hubspot, 94% of B2B marketers said it boosted sales according to a State of Marketing Report, 2024.

This post will share the most brilliant examples of B2B marketing campaigns to help inspire your strategy for 2025.

What is brand marketing in a B2B context?

A successful brand campaign should provide both long-term brand value and contribute to your business goals. Here are the core achievements a brand campaign should aim for:

1. Increase brand awareness

• Objective: Increase brand recognition among target audiences. Whether launching a new brand or reinforcing an existing one, the campaign should make the brand more visible and memorable.
• How: Create engaging content, consistent messaging, and multichannel promotion. The campaign should introduce or reinforce what your brand stands for.

2. Build brand equity

• Objective: Strengthen your brand’s reputation by building trust, credibility, and emotional connections with the audience. This includes communicating your brand’s values, mission, and unique selling points via branded content.
• How: Use consistent, authentic, and positive messaging that resonates with the audience's values to elevate your brand’s image and foster loyalty.

3. Differentiate from competitors

• Objective: Clearly highlight how your brand differs from or is better than rivals. Differentiation is critical for standing out.
• How: Focus on what makes your brand unique, its benefits, or approach e.g. innovation, superior service, or customer-centricity.

4. Drive engagement

• Objective: Foster meaningful interaction with the target audience, whether through social media engagement, content consumption, or interactive experiences.
• How: Use shareable content, polls, contests, user-generated content, thought leadership white papers, or calls-to-action that invite feedback or participation.

5. Strengthen brand loyalty

• Objective: Deepen the emotional connection between your brand and your existing customers, fostering loyalty and encouraging repeat business.
• How: Leverage storytelling, customer success stories, or exclusive offers that reward loyal customers and reinforce their positive feelings toward your brand.

6. Support your business goals

• Objective: Contribute to tangible business goals such as generating more leads, revenue or expanding into new markets. It should align with the brand’s overall marketing and business strategy.
• How: Incorporate measurable goals like driving website traffic, generating leads, or boosting sales, while still reinforcing the brand message.

Best B2B marketing campaigns to inspire you in 2025 

Good B2B marketing builds trust and credibility, allowing you to forge lasting relationships with your audience. 

Investing in a solid B2B marketing strategy is not just smart; it’s necessary for sustainable growth and success.

But B2B is a saturated market. Today, only the most creative and clever campaigns will get through to clients.

Let’s explore some of the best B2B marketing campaigns around and help level up your strategy for 2025.

Spotify ‘Spreadbeats’ —Best use of data in brand campaign for tech

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Spotify raised the bar when it came to ‘Spreadbeats’, creating a B2B campaign that felt both brand new and totally compelling. 

The concept was simple — use something every marketer would recognize, a media plan in a spreadsheet, and use it to create a music video. 

And the reality? 

Well, both the process and the outcome were anything but simple and really showed off the Spotify Ad team’s ingenuity and skill.

Focusing on one cell, the music video starts with a standard media plan and follows the cell’s journey as the background morphs into a stunning visual experience, with bright pulsating colors and clever animations moving to a beat.

The brand used existing functions within the spreadsheet, such as ASCII, Graphs, and Unicode, and turned them into extraordinary animations and visuals.

“The media plan is the unsung workhorse of our industry, and it’s not necessarily the first thing you’d think of to tell a story creatively,” said Rich Frankel, Spotify's global creative director.

Leaning on old techniques, such as key frame-based and curve-based animation, the company described its visualization process as “digital archaeology.”

Spotify’s choice of music was a key element to tying in the campaign with its brand identity and they set their visuals to a track by U.S.-based accountant turned DJ John Summit. 

“I know my way around a spreadsheet almost as well as a DJ mixer,” John said. “I think there can be creativity in every job. That’s why I was so excited to partner with Spotify on this project and to use my track, ‘Shiver,’ to convey emotion where people might not typically feel it.”

“Your ads work harder on Spotify, where everyone is feeling something” is the tagline.

And feel something they did. The streaming giant wanted its campaign to give its clients an “emotional experience”—and it sure worked. 

This bold strategy earned Spotify and its partner, FCB, widespread acclaim, winning nine awards at Cannes Lion 2024 and one at the London International Awards, proving that creativity and data can indeed coexist for impactful results.

What do we like about this campaign?

Interactivity: Injecting a personalized audio track into a legacy format like Microsoft Excel transforms a traditional tool into a dynamic content experience, showing that even established formats can evolve and surprise us.

Personalization: Spotify’s smart use of personalization made sure their audience was engaged. They knew their target audience would resonate with a media planner, so they actively centered their campaign around that.

Consistency in brand: The campaign stays true to Spotify’s product but uses a novel idea to demonstrate its core function in an immersive way.

What can you learn from this?

Don’t be afraid to try something different - even if it seems out of reach. The Spotify team committed to the process, which was undoubtedly intensive and technical, but the payoff was worth it. 

They created a visually stunning and impactful B2B campaign that stays in your memory long after you’ve finished watching it. It was ingenious and true to their brand — cementing their place at the top of the B2B marketing game.

Aizome ‘Wastecare’ — Best partner marketing campaign

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A face serum made from wastewater may sound like a strange concept, but this quirky idea caught all the right attention for the manufacturing company Aizome.

The Japanese start-up took industrial wastewater and turned it into a skin-friendly beauty product called Wastecare.

And in the process, they showed off their novel dyeing technique, which shuns chemicals and uses only water, plants and high-frequency ultrasound.

Creating a cosmetically tested and anti-inflammatory product from its industrial waste is an original and smart way to prove the benefits of Aizome’s business offering while also creating a memorable campaign.

"Our strategy was to prove that even the absolute worst part of Aizome's textile-dyeing process — the waste — has value like no other," said Serviceplan.

"We chose skincare as the medium for this message because it's intimate and even considered to hold value, in contradiction to what the world regards as 'waste'.”

The campaign, developed with German advertising agency Serviceplan was a success: after sending ‘Wastecare’ to influencers and leaders in textile, fashion, and healthcare industries they had a 94% response rate, generated 44 new business opportunities and took on board 3 new investors.

What do we like about this campaign?

Highly targeted partner enablement: The company used a highly personalized approach to partner marketing to challenge competitor manufacturing methods, by creating bespoke beauty kits containing the serum for key influencers.

Unique: This campaign is completely original, and that uniqueness contributed to its virality. 

Branding: Aizome’s branding in this campaign put it at the forefront of sustainable manufacturing methods, while raising its profile within the industry.

What can you learn from this?

Think creatively about how your campaigns and products can work together. People value creativity in B2B marketing campaigns, especially when the recipients are in an influential industry position.

If you can show key customers how your product works in a smart but straightforward way, it’s likely to have the most impact without the need for a huge media budget.

Loom 1:1 ABM LinkedIn Campaign — Best use of personalization

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We all like to feel special. And personalization in marketing can be a powerful tool for grabbing attention. 

Video messaging platform Loom proved this when they experimented with an account-based marketing (ABM) campaign on LinkedIn.

Loom opted to focus on specific important Linkedin users for its B2B campaign and created tailored ads that spoke directly to them. 

Loom’s business gives employers the ability to share their thoughts, help reduce time in meetings and build better connections with their team. And as such, their scope is broad.

Nick Lafferty, head of growth at Loom, said businesses need to remember that if “you’re talking to everyone, you’re talking to no one.”

Companies need to get “thoughtful and precise” when it comes to who they are talking to, Nick advised.

So, how did they do it? Well, firstly they realized that the business networking platform LinkedIn was the perfect place to start, due to regular engagement with leaders in their sector.

They then created a list of the key accounts they wanted to target, and Nick himself created the personalized adverts that would speak to those users.

He used templates that his brand team created and imported company logos himself while tailoring the copy to each client, taking time to change specific details, such as the number of team members a certain leader has.

And it was successful. Loom’s campaign had an average CTR (click-through rate) of 2% to 3.5% and an average CPC (cost-per-click) of $4 to $10 from targeted accounts.

Nick said it was “lots of manual work, lots of manual account list building, lots of relying on LinkedIn,” but although this campaign is still in the testing stage, “early indicators are strong”.

What do we like about this campaign?

Personalized: Loom’s highly targeted personalized experience shows that effort can definitely mean reward when it comes to your B2B marketing strategy.

Scalable: Typically, ABM involves developing a unique marketing strategy for each target account. Loom developed a scalable solution using a template suitable for potential buyers that was built out over time. 

Branding: Loom’s campaign shows that having your brand visible in your target audience’s newsfeed is a strategic and effective way to get their attention.

What can you learn from this?

Taking the time to personalize your campaign can really make a difference and have positive results.

Considering how expensive LinkedIn’s ad delivery is, this may be an efficient way for you to reduce your media costs by lowering CPC significantly and increasing engagement with your creative. 

GFK ‘Humans Vs AI’ — Best example of thought leadership

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Can robots really take over our jobs?

It’s a question that workers have been asking since AI first burst onto the scene. But GfK (German market research firm Growth from Knowledge) took it one step further and became the first company where its chief marketing officer debated this exact point with ChatGPT.

In doing so, the brand positioned itself as a voice of authority on the topic and a leader in the exploration of the integration of AI within business.

For the ad, Gonzalo Garcia Villanueva, chief marketing officer of GfK debated whether marketers’ jobs were at risk with Ruby the robot, while a human invigilator awarded them scores.

The robot starts strong. “There’s not much AI can’t do. Good luck to you, Gonzalo. You’re going down.”

So, who won? Well, overall, it was undoubtedly GfK.

They created a compelling video that piqued curiosity and developed brand awareness, gaining almost 7m impressions in total, with 90% of impressions from ads using only 34% of their media budget.

In terms of the experiment, marketers will be pleased to know Ruby falls at the final hurdle when she is unable to answer a question about future trends, leaving the final score 7-4 to the CMO.

The team behind the campaign put in a lot of work behind the scenes to make it happen, including briefing ChatGPT extensively on the questions in advance, to make sure the AI could have an intelligent debate with Gonzalo.

They then used an AI-powered video tool to bring Ruby to life and featured an AI-generated intro and outro track to use throughout the debate.

The engaging nature of GfK’s Humans v AI campaign saw it win silver at the B2B Marketing Awards in the ‘Best use of AI’ category as well as being shortlisted for the UK Agency Awards.

What did we like about this?

Thought leadership: GfK successfully took a hot topic and made it their own, positioning themselves as authorities in the conversation from the start. The strength of thought leadership in B2B is addressing genuinely interesting and engaging subjects that will get people talking —and this campaign did that in spades.

Engagement: By tackling an already trending topic (AI), GfK’s campaign put itself at the center of a conversation that was ripe with engagement.

Credibility: Gonzalo becoming the first CMO to publicly debate with a robot established a level of authority. Gonzalo was able to command attention and increase his personal profile and position as an industry leader while raising GfK’s brand awareness in the process.

1Password’s ‘Cybersecurity and Skin Care’ — Best influencer marketing

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Using a well-known face to market your brand can deepen trust with your audience and boost brand visibility.

Pairing this celebrity endorsement with humor is a winning recipe for having a lasting impact on your campaign, as 1Password has shown.

The cybersecurity company, which helps users manage their passwords, opted to use investor and Hollywood actor Ryan Reynolds to create an amusing and memorable ad with a big impact.

Reynolds is known for his recent foray into the UK football world, becoming co-owner of Welsh team Wrexham FC, alongside business partner Rob McElhenney.

The brand chooses to play on this and sets the ad in the football locker room.

In it, Reynolds is seen giving the players a pre-match pep talk that focuses on their password security.

He pitches all of 1Password’s key messages to the players, only to find they are all already aware. This smartly reinforces 1Password's authority in the personal cybersecurity space.

Reynolds then goes on to raise what he introduces as a second important point, delivering the humorous line that they all need to think about their night-time skin routine.

Linking the importance of password security with personal skincare is a clever way of pushing cybersecurity up the chain of importance with the audience.

The result is a glossy and memorable ad that captures the audience's attention and pushes 1Password’s messaging in an engaging way.

The slick campaign successfully uses humor to engage its audience and present itself as an authority in its market and increase its brand awareness thanks to the celebrity endorsement from Reynolds and the Wrexham players.

What do we like about this campaign?

Humor: Making your audience laugh and smile is a great way to have an impact and make your brand memorable.

Celebrity endorsement: 1Password’s decision to involve its investor Ryan Reynolds in its ad campaigns has paid off dividends. The use of the Wrexham players, including striker Paul Mullin, also generated additional coverage for the campaign through legacy media.

Simple message: The ad gets all of 1Password’s key messaging over straight away and makes sure to keep the dialogue simple so the audience has no doubt as to what 1Password can offer.

What can you learn from this?

Sometimes a celebrity or influencer endorsement can be the right step to elevate your brand onto the public sphere and keep your brand in the audience’s memory.

But make sure you focus on execution – don’t waste the budget with confusing messaging within your campaign.

IMB ‘Every Second Counts’ - Best use of event marketing

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IBM needed business leaders to take cyber security seriously. But how did they grab the attention of these busy people and make them pay attention?

Leaders needed to understand real-world threat levels and potential costs to their company. So, the company created videos based on two real-life scenarios that gave authenticity to their marketing.

IMB then focused on showing how beneficial a quick response time can be to businesses. 

They targeted key business leaders across social media with trailers and gifs and then linked back to the campaign landing page, which featured the full videos. Thought leadership in the press, such as BusinessInsider, was another useful tool to push their messaging.

But most impressively, IBM wanted to give business leaders a taste of the high-pressure environment presented when a real-life cyber-attack happens and turned to live events to do this.

Rather than have speakers run through a presentation, or rely on screening the ads to the room, IBM hosted live events where they allowed the audience to experience simulated cyber attack scenarios. 

IBM hired actors to dramatize a cyber-attack and act out how the breach would impact all board members, in an interactive way, and this highly successful approach won them a B2B Marketing Martech Award.

What do we like about this campaign?

Multi-layered strategy: The multi-layered strategy helped to push their messaging to an even wider audience, and make sure that it really resonated. The use of the live events worked in harmony with the ads, to reinforce IBM’s brand message.

Authentic: It was important for clients to buy into IBM’s messaging and so using real-life examples of cyber threats was a perfect way to hit home the message that this could happen to anyone.

Creative: Hiring actors to write scripts for both the adverts and the live events is a great way to show off creative talents.

What can you learn from this?

Think about how a live event can complement and amplify your B2B campaign messaging. Consider all the potential benefits to an in-person gathering before discounting the idea of live events due to cost.

Zendesk ‘Relationships Are Complicated’ —Best way of telling a brand story

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When Zendesk rolled out an ad series featuring an astronaut and a deep-sea diver in a ‘complicated’ relationship, people fell in love.

The characters, although obscure, were relatable and the perfect way for customer service company Zendesk to capture the hearts and minds of their audience, and push their brand messaging in the process. 

At just 16 seconds long, these ads hooked audiences with clever dialogue and playful twists on familiar relationship tropes. And the short format made them perfect for sharing on social media.

The result? Zendesk generated a cult following that couldn’t get enough of the series.

Zendesk’s warm, personable, and humorous brand tone came through, and the ad series successfully promoted their messaging around building customer relationships.

Zendesk was able to communicate the value of its business offering by speaking directly to the client via the medium of everyday relationship scenarios.

What do we like about this campaign?

Relatability: Using common relationship situations, Zendesk presented scenes that were relatable to both business leaders on a professional level, and on a personal level, capturing their attention.

Short form: Packing their ads into bitesize videos optimized their content for social media sharing and meant they could keep even the busiest business leader’s attention.

Consistency: Zendesk has a clearly defined brand voice and kept the same characters and messaging style across the ad series to reinforce their brand story. 

What can you learn from this?

Telling a brand story is one of the most successful tools to generate a loyal following. Make sure you are clear on what you are trying to communicate, and then work out the best method to do that. Also, don’t overlook the power of short form content in creating a highly shareable campaign.

Zoom #ZoomBackground - Best user-generated content campaign

When video-calling platform Zoom launched its #ZoomBackground campaign, the brand demonstrated the power of audience engagement.

As remote work surged, Zoom encouraged people to personalize their virtual backgrounds, transforming a simple feature into a creative playground. By creating a competition where users could share their most inventive backgrounds, Zoom allowed their audience to show off their value as a business.

It demonstrated the platform’s ease of use and flexibility, reinforcing the message that Zoom is user-friendly and adaptable. 

This clever approach not only boosted brand visibility but also highlighted the approachable, relatable side of Zoom.

By inviting users to join in, Zoom smartly turned its users into passionate advocates. This initiative highlights the power of creative marketing on social media, reminding us that involving your audience creates deeper connections and brand loyalty.

What do we like about this campaign?

User-generated content:  Zoom let its business offering speak for itself by encouraging users to share their experience of engaging with its features.

Social media friendly: By creating a hashtag for the campaign, Zoom had a successful tool to boost its brand visibility.

Usability: In engaging users in a competition, they encouraged interaction with its products and proved its ease of use.

What do we like about this campaign?

Sometimes letting your users promote your business is the most successful way to engage your B2B audience. A carefully planned campaign that encourages interaction with your business offering in a creative way demonstrates the value of your product, and user-generated content shared across social media is an authentic way of increasing brand visibility.

Fun B2B brands worth a mention

Cisco 

This IT company got creative to promote its cybersecurity offering by crafting a genius comic strip that features key hacking archetypes reimagined as characters, such as Mr. Black and Mr. Green. 

Sharing common client scenarios through an illustrated storyboard, The Supersmart Comic is just that, super smart. It cuts through the jargon, guiding clients on a visually stimulating journey. 

The light-hearted approach delivers the message effectively while leaving a lasting impression. By transforming complex concepts into relatable characters, this comic strip not only informs but also entertains, making cybersecurity feel accessible, and memorable for clients. It’s a smart way to connect and communicate essential information.

MarketingSherpa 

We all love a good marketing fail and MarketingSherpa did a fantastic job of compiling the best blunders. They highlight poorly thought-out straplines, like a burger chain’s “Our people are our best ingredients,” and the pitfalls of ad placement, such as a smashed-up bus stop next to an advert saying, “If it’s not broke, break it.” 

This clever roundup from MarketingSherpa serves as a reminder of the missteps that can happen when promoting your brand message. 

By showcasing these mistakes, they offer valuable lessons for marketers to avoid similar pitfalls in their own campaigns.

Gong.io 

Gong, the customer intelligence revenue platform, has crafted a blog post about how—and how not—to cold pitch via email, using humor to drive home the message. They share their own examples of flipping the typical narrative of self-promotion into a more self-deprecating approach that resonates with readers. 

This clever B2B content strategy emphasizes the importance of authenticity in outreach in a lighthearted way. By injecting humor into the topic, Gong effectively captures attention while providing valuable insights on crafting impactful cold pitches. 

JCDecaux 

In 2023, outdoor advertising group JCDecaux were on a mission to change marketers' perceptions of out-of-home advertising. How? By creating a seamless bridge between the offline and online worlds in the unlikely form of a 100-year-old Galician woman called Marina Prieto. Posters repurposing posts from Marina's Instagram profile were displayed throughout the Madrid Metro network, generating over 400,000 impressions in just a week — and growing Marina's Instagram following from just a few people to over 10,000. 

By choosing to highlight the personal and the unexpected in their B2B campaign, JCDecaux were able to prove the effectiveness of their product while capturing their audience's attention — as well as their hearts.

What makes a B2B marketing campaign successful?

B2B success is all about connection. You need to know your clients inside and out, including what makes them tick.

Life can be tough, and your brand should help your audience break from monotony and feel something. 

The best campaigns let their audience link that feeling to a sense of connection to the brand and then turn that into action. Voila!

Like friends and partners, building a good relationship relies on support, trust and problem-solving, so keep this in mind.

Remember, a good B2B marketing campaign goes beyond creating a white paper to sell your product or service — you need to offer experience, expertise, and solutions.

Creative marketing is emotional storytelling

Don’t fall into the trap of thinking B2B campaigns don't need to be emotional or as engaging as B2C. In reality, it’s quite the opposite. 

Whether a client or consumer, it’s still a person who has to connect before they buy your product, and businesses are acting more and more like consumers when it comes to buying habits. At least 80% of B2B buyers now expect the same buying experience as B2C customers, according to 2019 research from customer experience management platform Lumoa.

Bringing up emotion drives a connection with your brand, and this makes you stick in the memory long after they’ve finished watching your ad.

The linking of these feelings — whether it's happiness, awe, wonder, or amusement — with your brand is what will truly set you apart from the competition.

But, what is the best way to do it, you ask?

Well, to create a successful emotional B2B campaign, there are a few things to consider.

Firstly, you’ve got to know your customers intimately, understanding exactly who they are and what they want. And it’s how you use this information that will determine if you are relatable and can tell a story they identify with.

Next, establish a clear brand identity and personality. Be consistent in your tone of voice, style, and messaging throughout your storytelling. It’s this brand consistency that will help build loyalty and recognition.

Finally, it’s important to be creative. You are unlikely to get clients to feel something if your ideas or concepts are cliched or familiar. 

To think outside the box, get reading, watching and listening to as much media as you can. After a Netflix session or a Spotify binge, sit down with your team and tell them what spoke to you. 

Ethan Kanat, senior creative principal at software company Zendesk, says: “Good inspiration comes from good source material. We’re constantly talking about books and movies and music and art.”

Sounds fun, right? Anything goes in the name of research.

Know thy audience

In marketing, truly understanding your audience isn't just a checkbox — it's the foundation of meaningful communication.

To connect with your customers, dig deeper. Learn their needs and challenges and make this the backbone of your research. Your aim? To gain authentic insight into their world.

But also, don’t fall into the trap of thinking of your audience as a single entity. Remember, you want to attract your ideal customer profile (ICP) and your target customer. Your ICP might represent a specific organization, while your target customer is the decision-maker within that organization.

Begin by pinpointing the challenges your ICP faces and address these in your messaging. Then, don't forget to add a personal touch to match what each customer needs and likes.

Clearly defining who makes up your audience and what drives them should be the backbone of all your marketing strategies.

Strategic planning

Always be the brand with a plan. Want a roadmap to success? Lay out your campaign goals, your target audience, chosen marketing strategies, and key performance indicators.

During this planning stage, prioritize finding the right marketing channels to connect with your chosen audience. Consider using social media, email marketing, content marketing, or a mix. A smart approach allows you to reach more people with your campaign.

You also need a solid plan to measure your campaign's success. By setting clear goals and monitoring B2B marketing KPIs, you can identify areas for improvement and adjust your strategies accordingly.

Effective multi-channel distribution

So, you’ve created your brilliant B2B marketing campaign — what’s next? It means nothing if you can’t get it in front of the right people.

Consider where your target audience likes to spend their time. Are they active on LinkedIn, or is Instagram their bag? Maybe they love a YouTube video. Identify this and adjust your content strategy accordingly.

Target your audience through the methods they engage with the most. Using a mix of social media, email marketing, paid ads and digital publications will generate maximum exposure for your campaign.

Understanding te value of performance branding 

It’s important to measure both the immediate impact of your campaign and its longer-term effects on brand awareness and loyalty.

This balance of metrics is known as performance branding, and it’s a key element to consider.

It seeks to balance long-term brand loyalty and awareness with short-term, measurable metrics like lead generation, conversions, and revenue growth. 

Brand awareness can be tracked via surveys, monitoring search volume and social media engagement rates and follower growth. Loyalty can be ascertained via tracking customer retention and repeat purchase rates.

Companies that move beyond Google’s traditional funnel thinking and short-term results can actively scale their business and unlock growth opportunities. Balancing early-stage awareness with late-funnel efforts drives long-term success and expands market share.

This approach allows for a highly targeted B2B marketing campaign that delivers measurable ROI.

The most successful companies understand that combining these strategies to create long-term brand loyalty is the only way to achieve lasting growth and scaling.

Scaling up your content production

Time is money, as the saying goes. So, finding ways to streamline content creation processes while maintaining high quality is essential.

At Foleon, we understand this well. We help top brands create digital content without compromising quality by providing tools to produce engaging, personalized content experiences.

We also empower employees of any level to take content creation into their own hands, while ensuring governance and brand integrity.

The use of templates, like the interactive ones we offer, and the development of a clear brand identity, will simplify your creation processes, allowing you to ramp up production without straying off brand. 

Consider collaborating with freelance writers and video editors to increase your content output without overloading your core team. Additionally, implementing workflow management tools will make processes and communication smoother, keeping your projects on track.

Event marketing is still effective in your B2B strategy

Event marketing is a fantastic tool for B2B brands to connect with potential customers in a meaningful way.

Host a webinar, conference, or product demo to discover new leads while building connections and showing what your brand can do.

We’ve all experienced events that promised the world but turned into disorganized chaos. Make sure yours isn’t one of them.

Carefully consider each part of your event, from the speakers to the topics, and make it easy for your guests to network. Also, pay attention to details such as the registration process and post-event follow-ups.

Use the event as a chance to reach a wider audience. Live streaming and social media tags can maximize your audience beyond those in the room and build excitement before, during and after the event.

Top Tip: See how KBR achieved global content consistency and cut publishing time by 82%.

Supporting brand activity with organic social posting

Social media isn’t just for B2C marketing; it’s also great for B2B brands. It helps you connect with customers, find new leads, and build a community.

Whether it’s TikTok, Instagram, X or Facebook, by knowing your audience on each platform, you can create content that supports your marketing goals – but just make sure it’s authentic.

Here are some simple strategies:

• Thought leadership campaigns: Share useful insights, research, and industry trends through articles, videos, and Q&A sessions with experts.
• Employee advocacy programs: Encourage your employees to share company news and industry updates, as well as their thoughts on the firm and culture. This helps your brand reach more people organically and feel more personal.

Measuring the impact of B2B marketing campaigns

There’s no point in having a great B2B campaign if you can’t measure and show how well it performs. Today’s marketers must regularly analyze their data and adapt strategies based on these data insights to stay competitive and effective.

Understanding your performance will also help you improve and get the most return on your content marketing ROI. 

The best way to do this is to set clear KPIs based on your campaign objectives, such as website traffic, lead generation, sales conversions, and brand awareness. This approach allows you to assess your progress, identify improvement areas, and demonstrate the value of your marketing efforts.

Here, we look at some ways to measure the impact of your B2B campaigns.

Key Performance Indicators (KPIs) for B2B campaigns

How do you prove the value of your B2B campaign? Well, start by using performance indicators, or KPIs.

These metrics — like lead generation, conversion rates, and customer acquisition costs — show how well your campaign is working.

Understanding audience engagement and measuring your return on investment (ROI) is crucial for demonstrating your campaign's value.

Tracking these KPIs will also flag up when it’s time to tweak or adjust your marketing strategy to get better results, making sure your efforts align with your business goals.

Utilizing customer feedback for campaign optimizations

Ask, and you shall receive! Speaking to your clients about how your campaign landed is the best way to learn and grow.

Data analysis is important, but real-world opinions will give you the information to fill in the gaps and answer the questions data can’t explain.

Don’t underestimate the value of direct feedback from your audience. Conducting surveys and interviews is a great way to do this.

You can read online reviews and social media comments for honest insights into your campaign's performance—just remember to leave your ego at the door.

Let your customers know that you want to hear their views and make sure you bring their feedback into your campaigns.

This approach is a win-win. It will not only improve your strategy but will also show your clients you are listening and care about their experience, deepening their trust, and brand loyalty.

Future trends in B2B marketing

With new trends constantly reshaping how brands connect with their customers, how do you stay ahead in B2B marketing? Well, firstly, embracing these trends is crucial in all of your marketing collateral.

B2B marketers should be exploring new technologies, like account-based marketing and AI solutions, to keep pace and thrive.

Here, we look at some of the trends your company should be aware of if you want to have a successful B2B campaign.

Embracing AI and machine learning for better targeting

AI and machine learning are revolutionizing the way we live and work — and that includes B2B marketing.

But many businesses aren’t fully tapping into their potential. 

For example, relying solely on traditional methods to analyze data means missing out on crucial insights. With AI, you can track how customers interact with your marketing content. You’ll see what captures their attention and what prompts action, allowing you to refine your approach.

You can identify which campaigns are truly effective and learn how to improve them for even better results. This means you’ll know exactly what messages resonate with your audience.

Embracing AI and machine learning lets you personalize your follow-ups and implement effective lead scoring. You can differentiate between highly engaged customers and those who may need more attention.

By tapping into these insights, you can create smarter, more impactful marketing strategies that drive success.

The rise of Account-Based Marketing (ABM)

Account-based marketing is an intelligent approach to B2B marketing that targets key business accounts with a personalized approach.

By focusing on specific accounts, as opposed to a broader audience, ABM fosters stronger collaboration between sales and marketing teams, encourages engagement and often boosts conversion rates.

Make your messaging stick by working out each user’s unique problem and creating content around that. Some marketers use NLP (natural language programs), an emerging AI technology, to make sure the communication resonates.

Social media and email are good ways to utilize this strategy and target your key audience.

Discover: 4 Trends Shaping B2B Sales Today

Integrating virtual events into B2B marketing strategies

We’ve all been to virtual events: these are now the norm thanks to the advent of remote working, with webinars, conferences, and tradeshows commonplace.

Virtual events like these let companies reach their target audiences at the touch of a button, without the spending and hassle that comes with organizing an in-person event.

Businesses can promote their products and services and chat with people in real-time, making it easier to generate leads. Plus, interactive elements add a personal touch, so each attendee feels valued and engaged.

Virtual events can promote visibility, build stronger customer relationships, and help drive sales with a busy business audience that is always online.

B2B influencer marketing

Influencer marketing is mostly associated with lifestyle or fashion brands promoting an often unrealistic idyll.

But, this form of high-level representation can help B2B marketers elevate their brand’s position on certain topics. Here, we look at a few examples:

Microsoft and National Geographic explorers: To promote an International Women’s Day initiative to get girls into STEM, Microsoft partnered with National Geographic, who leveraged their respected female explorers as influencers to tell their stories across multiple platforms and in person, in Microsoft stories. The female experts told their authentic stories, inspiring a future generation while boosting visibility of both brands.

LinkedIn and Bill Gates: LinkedIn collaborated with Microsoft founder Bill Gates for a series of professional development and business-focused videos aimed at leaders. Gates shared his thoughts on leadership, innovation, and philanthropy and offered advice. His involvement not only lent credibility to LinkedIn's messaging but also encouraged professionals to engage with the platform. This partnership effectively positioned LinkedIn as a go-to resource for professional development.

Salesforce and Matthew McConaughey: Salesforce worked with Hollywood actor Matthew McConaughey to promote its virtual event, ‘Dreamforce.’ McConaughey participated in a keynote session, sharing insights on leadership and personal growth. His celebrity profile attracted a broader audience to the event, boosting Salesforce's brand visibility and demonstrating its commitment to innovation and community engagement.

B2B Storytelling

Applying B2C storytelling in B2B advertising can transform your approach. Just as B2C brands connect emotionally, B2B companies can engage audiences through relatable narratives.

Start by showcasing real challenges your customers face and how your product solves them. This makes your brand more relatable and builds a deeper connection.

Use characters, like satisfied customers or team members, to illustrate the journey from struggle to success. This adds authenticity and resonates with decision-makers.

Leverage various b2b content types—videos, ebooks, and case studies—to share these stories. Visual storytelling captures attention and makes your message stick.

By using B2C storytelling techniques, B2B brands can create engaging narratives that inform and inspire action, leading to stronger relationships and better results.

Thought leadership

Thought leadership offers B2B brands a powerful channel to establish authority and build trust. By sharing interesting perspectives and expert knowledge, you can position your company as a leader in your field, which attracts the attention of potential clients looking for reliable partners.

When a brand consistently delivers valuable content — be it through content hubs, podcasts, or webinars — it fosters a sense of loyalty among its audience.

Thought leadership content acts as a springboard for wider conversations around industry trends and challenges: having a hot take can increase your chances of being recognized and referenced by others, amplifying your reach.

Ultimately, thought leadership not only elevates your brand's reputation but also drives meaningful connections. 

Show off your people and culture

If you want to add authenticity to your brand, you need to focus on your people — and this includes both your employees and your clients.

When employees are happy to endorse their company publicly, it sends a powerful message to audiences that your business is trustworthy and this, in turn, can foster brand loyalty.

People want to know they are spending money somewhere that treats its employees well and is an ethical workplace, so being upfront and transparent about your brand values and company culture is key.

This clarity not only attracts like-minded clients but also strengthens the bonds between your brand and your audience.

Using a variety of formats 

B2B audiences appreciate variety in how they consume content, so it’s time to refresh your B2B content strategy. 

Experiment with blog articles, white papers, infographics, videos, podcasts, and quizzes to keep your offerings dynamic.

Right now, video content reigns supreme in B2B marketing. Consider creating explainer videos, product demos, customer testimonials, and behind-the-scenes footage. These elements not only humanize your brand but also make your messages more memorable.

Want a smart way to maximize your content? Repurpose your existing content into new content formats, such as creating bite-sized clips for social media from a longer video.

This approach helps you connect with a broader audience while breathing new life into your content.

Final thoughts

Savvy marketers know the value of harnessing your B2B campaign strategy and making it work hard for your business.

Monitoring social media trends and employing tools such as shareable video content and account-based marketing is a great start, as is adopting a multi-channel marketing approach and collaborating with influencers who can help expand your reach. 

It’s important to regularly refine your strategy to stay ahead, monitor performance through KPIs, and adapt to change accordingly while maintaining a connection with your audience.

Don’t be afraid to show off your creativity — we all know the most ingenious and unique campaigns are the ones that stick.

No longer are smart marketers prioritizing their consumer marketing campaigns over their business ones.

It’s time to make sure you’re giving your B2B strategy the attention it deserves