In the world of marketing, b2b is often treated as the very successful, but slightly boring cousin of b2c.
We alchemists think if your b2b marketing is boring, you’re just not doing it right. And we’re seeing an increasing number of innovative marketing examples showing that promoting a b2b product can capture the hearts and minds of the audience just as well - if not better - than a consumer product can.
Here are 5 of our favourite creative examples of b2b marketing - done right.
So yeah, we tried Slack…
Slack has taken a beautiful storytelling approach to a customer case study in this bold b2b campaign.
A video campaign, the story follows Sandwich Video, an agency originally hired to make a film about the tool. The story unfolds as Sandwich Video investigates and tries out Slack for themselves.
What we love about this one, is that the video starts by cleverly overcoming a key customer objection: My company runs entirely on email and dropbox, and we’re doing just fine.
This lovely moving picture demonstrates how they use tool in place of others, and shows all key features of Slack, while focusing on the key team message. It manages to infuse a little humour, which somehow makes it seem more authentic, leaving the viewer with the impression that it is relevant to them.
What is HubSpot?
The master of b2b marketing, HubSpot released a great explainer video that combines live action footage with overlaid animation, which is unusual for the category of explainer.
Wonderfully structured, it creates a story from pain-point right through to resolution, all the while showing how HubSpot is different from the alternatives used by marketers today.
If you’re looking to produce an explainer video, this would be the one to reference.
Shipping goes social
When you think of the shipping industry, what are the first images that come to your mind? Is it stacked up containers waiting to be transported from the wharf? Men in hard hats? OK, OK, you can stop yawning now!
Industry giant Maersk Line is completely challenging these old-fashioned images and assumptions through a super-engaging, visually inspiring social media presence.
The shipping company is active on no less than 10 social media platforms. It even includes the Chinese platform Weibo (talk about a global approach to social)!
And they’ve achieved absolutely smashing results: over the last three years, Maersk Line has grown a fanbase of millions that actively shares and comments on their branded content.
We alchemists particularly love how Maersk Line uses their Facebook page. Who would have thought that a shipping company can win the hearts of millions?
Surviving the zombie apocalypse
Finding the right technology solution for your enterprise can be super tricky.
But chances are, if you can deal with a zombie invasion you can deal with pretty much any challenge that life throws at you. Migrating to the Cloud? Piece of cake!
Inspired by a quirky disaster-preparedness campaign by the US Center for Disease Control and Prevention, the guys at Sungard created a fantastic infographic comparing the steps involved in moving an enterprise to the Cloud to strategies for surviving the zombie apocalypse.
The how-to piece is not only an awesome tongue-in-cheek marketing asset, it also managed to piggyback on the success of a large nation-wide campaign. It is a great example how b2b companies can be part of the wider public conversation (with a little help from the walking dead).
Zen-infused customer service
What do the ingredients for a good marriage have to do with customer service management solution? Everything if you ask the people at Zendesk. Their hilarious videos featuring an older couple talking about their relationship issues have become a viral sensation.
The videos work incredibly well both on an entertainment and educational level. They explain exactly what the product can do for other businesses without even mentioning what the product is. It’s benefit driven marketing at its best. And whether it’s customer service or marriage, in the end it’s all about good chemistry, right?