3 Examples of Successful B2B Marketing Campaigns

3 examples of successful B2B marketing campaigns

While it‰’s easy to think of memorable examples of successful business-to-consumer (B2C) marketing campaigns‰ – think Coca-Cola, Old Spice, or Kit Kat‰ – it is much more difficult to think of campaigns created by business-to-business (B2B) companies. Why is that?

Perhaps it‰’s because of the myth that B2B marketing is either dull or boring, that creativity has no place in the industry. But that notion is changing quickly. By engaging their customers through social media, insight communities, and other methods, marketers use consumer insights to spark B2B marketing strategies that are fun and just as engaging as many B2C marketing campaigns.

Here are three examples that illustrate how B2B companies inject life and creativity into their marketing campaigns:

1. Xerox creates ‰”Get Optimistic‰” campaign to connect with top accounts.

The idea of using ‰”optimism‰” as an overarching campaign theme was a breakthrough idea that excited not only the marketing team but also the Xerox management team. In the solutions world, everyone focuses on problems. Xerox’s message to targeted decision-makers would be just the opposite: that optimism is smart business and Xerox can provide valuable insights into how similar organizations have used optimism and confidence to reach new heights.

In the approximately nine months since it is initial launch, the campaign has already generated measurable business results. It has changed the perception of Xerox with its key prospects and it has also generated over 1000 new sales appointments and more than $1B in pipeline revenue. – Nikki Fisher in Solutions Insights

2. SunGard targets IT professionals by creating a zombie-themed campaign.

Sometimes, B2B can be fun. Take for instance this award-winning case study from SunGard Availability Services that took advantage of the popularity of zombies in current media and culture.

The concept of a zombie apocalypse neatly fit into SunGard’s...