7 B2B Advertising Examples to Inspire Your Next Campaign
B2B advertising is not as easy as B2C advertising. You have to target a more specific and sophisticated audience, who are looking for solutions to their business problems. You also have to stand out from the crowd of competitors, who are offering similar products or services. How can you create a B2B advertising campaign that attracts, engages, and converts your ideal customers? Here are some examples of successful B2B advertising campaigns that you can learn from.
1. Slack: Make Work Better
Slack is a popular collaboration platform that helps teams communicate and work together more efficiently. Their advertising campaign focuses on the benefits of using Slack, such as improving productivity, creativity, and happiness at work. They use catchy slogans, such as “Make work better”, “Work happens in Slack”, and “Slack: where work happens”, to convey their value proposition. They also use colorful and playful visuals, such as emojis, cartoons, and animations, to appeal to their target audience’s emotions and personality.
2. Shopify: Let’s Make You a Business
Shopify is an e-commerce platform that allows anyone to create an online store and sell their products. Their advertising campaign emphasizes the ease and simplicity of using Shopify, as well as the potential of becoming a successful entrepreneur. They use phrases like “Let’s make you a business”, “Start selling today”, and “Turn your idea into a business”, to inspire and motivate their target audience. They also use testimonials, stories, and statistics, to showcase real examples of people who have achieved their goals with Shopify.
3. HubSpot: Grow Better
HubSpot is a marketing, sales, and service software that helps businesses grow better. Their advertising campaign highlights the challenges and frustrations that businesses face in today’s digital world, such as generating leads, closing deals, and retaining customers. They use questions like “How do you grow in a world where everything is changing?”, “How do you get more leads without annoying people?”, and “How do you keep customers happy without losing your mind?”, to capture their target audience’s attention and pain points. They also use solutions, such as “Grow better with HubSpot”, “HubSpot: the CRM platform for scaling companies”, and “HubSpot: the better way to market, sell, and service”, to demonstrate how HubSpot can help them overcome their challenges and achieve their goals.
4. Mailchimp: Do It All
Mailchimp is an email marketing platform that helps businesses connect with their customers and grow their brand. Their advertising campaign showcases the variety and versatility of Mailchimp’s features and services, such as email campaigns, landing pages, social media ads, websites, and more. They use statements like “Do it all with Mailchimp”, “Mailchimp: more than email marketing”, and “Mailchimp: the all-in-one marketing platform for growing businesses”, to communicate their unique selling proposition. They also use humor, creativity, and personality, to differentiate themselves from other email marketing platforms and create a memorable impression.
5. Zoom: Meet Happy
Zoom is a video conferencing platform that enables people to meet online with ease and reliability. Their advertising campaign emphasizes the positive emotions and experiences that Zoom can create for its users, such as happiness, satisfaction, and fun. They use expressions like “Meet happy”, “Zoom: video communications that make you smile”, and “Zoom: the best video conferencing experience for you”, to convey their brand promise. They also use images, videos, and stories, to illustrate how Zoom can facilitate various types of meetings, such as webinars, trainings, interviews, and family gatherings.
6. Salesforce: We Bring Companies and Customers Together
Salesforce is a cloud-based software that helps businesses manage their customer relationships and operations. Their advertising campaign stresses the importance and value of connecting with customers in today’s digital age, as well as the benefits of using Salesforce’s platform and solutions. They use declarations like “We bring companies and customers together”, “Salesforce: the world’s #1 CRM”, and “Salesforce: the customer success platform”, to express their brand vision and position. They also use logos, icons, and graphics, to represent their products and services, such as Sales Cloud, Service Cloud, Marketing Cloud, Commerce Cloud, etc.
7. Microsoft: Empowering Every Person and Every Organization on the Planet to Achieve More
Microsoft is a technology company that offers a range of products and services for personal and professional use, such as Windows, Office 365, Azure, Teams, and more. Their advertising campaign reflects their mission statement, which is to empower every person and every organization on the planet to achieve more”. They use affirmations like
“Microsoft: empowering you”, “Microsoft: empowering innovation”, and “Microsoft: empowering transformation”, to communicate their brand purpose and impact. They also use examples, case studies, and endorsements, to demonstrate how Microsoft’s products and services can help people and organizations solve problems, create opportunities, and make a difference.
These are some of the B2B advertising examples.
that you can use as inspiration for your next campaign. Remember to focus on your target audience’s needs, challenges, and goals, and how your product or service can help them achieve them. Also, use clear, concise, and compelling language, as well as relevant, engaging, and memorable visuals, to capture their attention and interest.
How B2B Advertising Can Boost Your Business Growth
B2B advertising is the process of promoting products or services to other businesses. Unlike B2C advertising, which targets individual consumers, B2B advertising focuses on decision-makers within organizations who are responsible for purchasing or influencing purchases.
B2B advertising can help you reach new markets, generate leads, increase sales, and build brand awareness. Here are some examples of how B2B advertising can benefit your business.
Example 1: Semrush
Semrush is a platform that provides SEO, content marketing, and social media tools for marketers. Semrush uses LinkedIn as one of its main channels for B2B advertising. It creates engaging and informative infographics that showcase its expertise and value proposition. For example, one of its posts features an infographic on how to optimize your website for voice search, with tips and statistics.
Semrush’s LinkedIn posts attract hundreds of reactions and comments from its target audience, who appreciate the useful information and insights. Semrush also includes a call to action to invite users to sign up for a free trial or a webinar. By providing high-value content and a clear offer, Semrush generates interest and leads for its platform.
Example 2: CB Insights
CB Insights is a company that provides data and analysis on emerging technologies, industries, and markets. CB Insights uses email as one of its main channels for B2B advertising. It sends out a daily newsletter that covers the latest trends and news in the tech world. The newsletter is witty, funny, and relevant, with catchy subject lines and clever memes.
CB Insights’s newsletter has over 800,000 subscribers, who enjoy the humor and insights that the company provides. CB Insights also uses the newsletter to promote its research reports, webinars, podcasts, and events. By providing entertaining and valuable content and a variety of offers, CB Insights builds trust and loyalty with its audience.
References:
https://www.investopedia.com/terms/b/business-to-business-advertising.asp
https://blog.hubspot.com/marketing/b2b-content-marketing-examples
https://www.techradar.com/news/5-best-b2b-marketing-examples-of-all-time
https://slack.com/intl/en-gb/make-work-better
https://www.shopify.com/start
https://www.hubspot.com/grow-better
https://mailchimp.com/features/
https://zoom.us/meetings
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