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Five Out-of-the-Box B2B Marketing Examples

December 15, 2022

Are you racking your brains to create a campaign that blows away your target audience but unsure how to do so?



It can be frustrating, especially when you really can’t squeeze out your creative juices. 



What adds to this burden is that creative marketing is no longer an option for businesses that want to stay ahead of the competition–it’s a necessity. With ever-changing technology and trends, customers expect innovation and originality from the brands they support. If you don’t deliver, someone else will.



That’s why we’ve put together this list of 5 of the most creative Business-to-Business (B2B) marketing examples from businesses around the world to inspire you.



With a little out-of-the-box thinking, you can create campaigns that generate significant engagement and profits just like this.



1. Airbnb’s ‘Made Possible by Hosts’ Campaign



Photo Source



Airbnb created its “Made possible by hosts” campaign to thank its host community and remind the world that Airbnb would not be possible without them. The campaign featured a series of short films that told the stories of a few of Airbnb’s most inspiring hosts from around the world.



The company tapped into the power of user-generated content and personal stories to create a campaign that was both emotional and inspiring. And by featuring real people, Airbnb showed the human side of its brand.



The campaign worked because it was authentic and relatable. It also showed that Airbnb is more than just a platform – it’s a community of people who are passionate about travel and hospitality.



Key Marketing Lesson: User-generated content is a powerful marketing tool. Take advantage of it by encouraging your customers and fans to share their stories and experiences with your brand. When you do, you not only get great content, but you also build trust and credibility.



2. Coca-Cola’s Share a Coke Campaign



Photo Source



Coca-Cola’s “Share a Coke” campaign was about encouraging customers to connect with each other and the brand. The campaign featured bottles and cans of Coca-Cola with people’s names, encouraging customers to share their Cokes with friends, family, and loved ones.



It was a simple idea, putting popular names on the front of millions of Coca-Cola bottles and cans. According to the Marketing Director for Coca-Cola South Pacific, the company used the power of first names in a “playful and social way to remind people of those in their lives they may have lost touch with, or have yet to connect with.”



The campaign worked because it leveraged personalization to connect with its audience. The US saw tremendous success from the campaign, as it achieved a 2% increase in soft drink sales – increasing Coke consumption from 1.7 to 1.9 billion servings daily.



Key Marketing Lesson: There are many ways you can connect with your audience, like personalization. When you allow your customers to feel like they’re special and included, whether by using their name, location, or interests, they’ll appreciate your brand more.



3. Caterpillar’s #BuiltForIt Campaign



Screenshot from Youtube



Caterpillar launched the #BuiltForIt campaign to show the world that its products are tough, reliable, and can withstand any challenge. The campaign featured a series of short videos that put Caterpillar’s machines to the test in a variety of extreme situations.



As one of the leading global providers of construction equipment, Caterpillar showed that its excavators can handle large loads with precision. As of October 2022, the video garnered 9 million views, and although most of the viewers are not within Caterpillar’s target market, they were still able to reach a lot of potential customers.



The campaign is successful because they strayed away from boring promotional videos like showing how their excavators can carry giant logs or something similar. Instead, they used Jenga. And anyone who played Jenga knows the game requires a steady hand and precise, controlled movements.



And the video works because it showed people that Caterpillar’s large machines can be precise and controlled.



Key Marketing Lesson: Showcasing your product doesn’t always have to be straight from the books. You can always add humor or unexpected twists to your campaigns.



4. Couchbase’s Account-based Marketing




Screenshot from Couchbase



Couchbase wanted to revolutionize digital innovation by enabling rich, personalized customer experiences. It’s an impressive-sounding goal, but the company faces many challenges while realizing the dream.



First, Couchbase caters to a niche because it’s a software built on NoSQL technology, which has been traditionally marketed to a highly technical audience. Second, the company needs to go head-to-head with big companies like Oracle and better-established NoSQL rivals.



What Couchbase did to solve these problems was implement Account-based marketing (ABM).



ABM is a type of B2B marketing that focuses on key accounts the company wants to win over. It’s a personalized approach that considers each account’s specific needs. Therefore, it needs to understand the roles, pain points, buying cycle relevance, and content preferences of everyone involved in the decision-making process. 



For Couchbase, this meant targeting large enterprise companies as its ideal customer. Once it identified these companies, it created targeted content and campaigns relevant to their specific needs. So, the company used social persona data and keyword volumes to eliminate guesswork from its content strategy.



As a result, Couchbase built a sales pipeline of $1.5 million. The company was confident it could create the necessary content to move prospects down the sales funnel.



Key Marketing Lesson: When catering to a niche audience, it’s crucial to use personalized marketing methods like account-based marketing. This way, you can create content relevant to your target accounts’ specific needs.



5. HubSpot’s Inbound Marketing



Screenshot from HubSpot



HubSpot is the company behind inbound marketing – a type of marketing that focuses on attracting customers through helpful and relevant content.



The company has been extremely successful with its inbound marketing strategy. As a result, it’s grown from $0.675B in annual revenue in 2018 to $1.301B in 2021.



How did they do it?



The company attracts strangers with different kinds of content like blog posts, case studies, ebooks, courses, and certifications. Then, in each category, readers can find hundred of thousands of valuable content based on data-driven insights into how you can run a business well.



By doing so, HubSpot drives organic traffic right to its door and converts leads into potential customers.



Key Marketing Lesson: It’s important to have a varied and consistent content marketing strategy for your business to avoid being monotonous. Having a diversified B2B content marketing strategy allows you to generate more leads and appeal to more of your target audience.



Create Innovative Campaigns that Sell


As you can see, B2B marketing doesn’t have to be boring. There are many ways to make your campaigns more exciting and engaging.



By using the right mix of content, personalization, and technology, you can create B2B marketing strategies to help you win over even the most skeptical customers. Don’t be afraid to experiment with different marketing strategies, especially those that aren’t often used in your industry.



Do you need help driving sales? Contact ScaleUpSales today and see how we can help you. Our team has the expertise and knowledge from building a sales funnel to creating viral and effective campaigns that can scale your business.