5 Inspiring B2B Campaigns You Can Learn From
Juniper Networks is a technology company that offers hardware and software products for networking. It wanted to bring more attention to its data center security software. While the topic isn’t particularly compelling, the brand managed to tell an enticing story by employing innovative marketing tactics.
Juniper took an unorthodox approach by using gamification instead of advertising messages to reach its audience, namely IT specialists in target companies. To educate and inform its target audience, Juniper created Deception Force, a game where the IT experts are the heroes who fight off Trojans and DDoS attacks.
Throughout the game, players were subtly exposed to the concepts behind Juniper’s products. The digital campaign was complemented with a game franchise and a landing page. Gamers could also create a selfie as the hero in the game and share it on social media. Within three months of its launch in February 2014, the game was downloaded 15,000 times on mobile devices. The YouTube trailer got 9,000 views in the same period.
‘New Kinexions’ by Kinaxis: TV Series Style
Kinaxis is a provider of cloud-based supply chain solutions – another tough solution to market. Its campaign New Kinexions, however, managed to share its complex story with key prospects using innovative marketing.
Kinaxis’s approach to marketing its supply chain solutions involved creating a TV series that was shared via its video channel on YouTube. The resulting six-part comedy series likens choosing a supply chain solution to dating. Тhe brand illustrates in an entertaining and light way why it is so important to choose the right supply chain partner – both in life and in supply chain management. It succeeds to communicate this message by comparing a new, low-maintenance girlfriend, Kinaxis, to a high maintenance ex-girlfriend, symbolizing an old supply chain partner.
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.