Is B2B marketing cold and corporate? Neil Rostance! partner and creative director at Fat Free Media! an agency specialising in video and animation! doesn’t think so.
In fact! he says that being limited by bosses! budgets and generally boring products! as a marketer you are forced to be more creative. At Fat Free Media! even using such rigid terms as “corporate video” or “corporate communications” is prohibited.
But the truth is that! while it is easy for us to remember memorable creative B2C marketing campaigns ! it is more difficult for us to remember successful B2B marketing cases. Why is this? Neil says that even today
“B2B marketing is riddled with biases and assumptions”
They think that just because they have a good idea! the bulgaria phone number data audience should care! and they just bombard them with it. B2B marketers are more concerned with pleasing their bosses and colleagues than the audience! and they forget that “the audience is human and expects meaningful moments.”
Fortunately! many marketers are moving away from the idea that B2B marketing! because it is aimed at companies! has to be boring! as they understand that behind every decision-maker there is a person. Here are some successful marketing cases in the B2B segment.
Bosch and its strategy with micro influencers
For niche marketing! micro-influencers are attracting attention from brands. These aren’t celebrities or influencers with millions of followers! but people with 1!000 to 1!000!000 followers who are nevertheless experts on a topic! relevant and trustworthy to their audience! so they connect with them on a deeper level.
Bosch Power Tools wanted to convince professionals in the construction industry to upgrade their tools. This sector is particularly resistant to new technologies! so Bosch provided tools to volunteers who were willing to perform a video analysis . By doing this! the audience was able to observe their colleagues using Bosch Power Tools products! which made them trust their opinions more than if it were the company itself talking about the advantages of the products.
Xerox and its humor-filled campaign
One of the first B2B marketing success stories to break ej leads away from corporate rigidity was Xerox’s “Work Can Work Better” campaign. This campaign sought to show the role of Xerox today! a brand previously associated with photocopiers and printers! which has now become one of the largest providers of business services.
The campaign featured 30-second spots showing an bigcommerce vs shift4shop: the final verdict executive going about his day! constantly being bombarded with tech jargon like “the cloud!” “Big Data!” “Virtual Reality!” etc. while a voiceover claimed that “finding the right solution shouldn’t be so complicated.”
The ad sought to dramatize in a human and humorous way the “technological noise” that companies face in the face of digital transformation! highlighting that Xerox has a different approach.