5 Inspiring B2B Campaigns You Can Learn From
Maersk Line is the largest company in the world that provides container shipping.
Crafting engaging marketing messages on such a technical topic is a difficult task, but Maersk Line managed to convey its message in an enticing and digestible format by adopting B2C methods for B2B marketing campaigns. This is a strong example of how to successfully present a somewhat dry subject in exciting ways.
The brand decided to go along an innovative path by crafting powerful social media campaigns on Facebook, LinkedIn, Twitter and Instagram. They took it a step further by experimenting with additional channels, including YouTube, Flickr and Tumblr. The results were impressive: Maersk Line managed to successfully boost its brand image and get closer to customers through the immediate communication style of social media.
The reason for its success is that its strategists understood that social media is about engaging people, and not pushing marketing messages. They experimented with several channels and adjusted their content and messaging to fit the style and requirements of each. For example, the brand engages in more serious discussions on LinkedIn, but runs user-generated content campaigns on Twitter and Instagram.
‘Thought Leadership’ by Logicalis: Content Marketing
Logicalis is an IT solutions company that offers cloud, communication and data services. While its field of operations is rather technical, it took an innovative approach to communicating its offer.
In an effort to differentiate its brand, Logicalis crafted a multi-channel content marketing campaign that focused on establishing brand executives as thought leaders in their space. Localis executed this vision by creating a microsite that contained information about the technology it wanted to promote in a compelling and thought-provoking manner.
Logicalis sent a series of targeted emails to about 2,000 prospects and existing customers to attract visitors to this microsite. The emails advertised a free e-book that was gated, which enabled the collection of contacts for even more potential leads. The brand achieved clear results: $8 million in revenue with a 12-week campaign.
‘Deception Force’ by Juniper Networks: Gamification
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.