5 Inspiring B2B Campaigns You Can Learn From
Many B2B marketing campaigns have attempted to appeal to corporate buyers’ logic, but fail to speak to their emotions. Hence the stereotype around B2B marketing campaigns.
With the evolution of the B2B marketing, marketers have made bold steps in making their field more creative and interactive. They have distanced themselves from the historical stereotype by creating campaigns that are emotional, personal, innovative, and daring.
Marketers have come to understand that the people in charge of B2B buying decisions are still people. They are driven by similar motivations as B2C clients; they react to marketing that is personalized and appeals to their emotions. They are easily engaged by a well-told story wrapped in a powerful campaign that is executed with good visuals and copy.
Here are five of the most inspiring B2B campaigns in recent years that appealed to B2B buyers’ emotions, and succeeded in their goals. The learnings from each of them can fuel your own efforts to craft effective messages in the right form with the right medium.
‘Beautiful Medicine’ by Novartis: A Story in a Website
Rather than presenting technical aspects about the role of nature in medicine, Novartis crafted a story-based website that presents a digital exhibition focused on the history and methods of natural medicine. The website immerses the viewer in an interactive storytelling journey. It boasts powerful visuals, well-written copy, and embedded creative videos.
The beautiful and authentic storytelling is complemented by a Pinterest profile and campaigns dedicated to natural medicine. The design and feel of Beautiful Medicine is similar to the main Novartis website. There is no direct sales pitching in the messaging. Instead, Novartis uses subtle visual similarities and style to show that the project belongs to the brand.
‘Social Media Campaigns’ by Maersk Line: Using B2C Methods
For the last 10 years I have been running a full service digital marketing agency, inSegment, an INC 5000 company serving premier clients and achieving awesome results. I am always working on startup ideas, serving on advisory boards and writing. I am married and the proud father of two talented daughters.