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Creative B2B Marketing Campaigns
ARE Possible: Here’s How

Posted on Categories Marketing Communications, Strategy, Web + Online MarketingTags

Creative B2B marketing campaigns aren’t just for consumer-focused industries anymore. Here's how we adopt a B2C mindset for our B2B marketing clients.

In the ever-evolving landscape of business-to-business (B2B) marketing, the notion that creativity is only reserved for consumer-focused industries is rapidly becoming obsolete. Thanks to the digital marketing transformation currently under way, marketing teams can access more resources than ever at incredible time and cost efficiencies. As such, there is ample opportunity for companies to revitalize their marketing strategies.

“B2B Marketing is Dull and Boring”

The common myth is that B2B marketing is bland and therefore edgy brand and creative strategies are unnecessary. Eschewing digital marketing and lead generation campaigns tend to go along with this mindset.

In contrast, the reality is that every brand, irrespective of industry, has an interesting story to tell. Whether your client is leading with innovation, making real differences in the lives of regular people – or both – the stories behind your company’s products and services matter. And with the digital space becoming increasingly crowded, differentiating your brand is not just advantageous, it’s critical.

Gaining Stakeholder Buy-In

For marketing efforts to succeed, internal buy-in is crucial. This involves understanding the concerns of your internal stakeholders, aligning your marketing strategies with your business goals, involving your stakeholders in the process, and using data analytics to demonstrate ROI. This collaborative approach not only promotes organizational support but also turns your stakeholders into advocates of your marketing efforts.

This can take the form of running A/B test reports for your team so that they can see the real impact of their day-to-day work. Or building an analytics dashboard in collaboration with other teams or team members. It definitely means education and feedback sessions, and could even include pilot programs of campaigns or initiatives to test the waters before going all in.

Laptop image with marketing graphicsCollaboration with a Marketing Agency

Successful marketing is a two-way street and the working relationship between a brand and its marketing agency is fundamental. When selecting a partner, make sure you align on shared values, mutual trust, and a unified vision for your businesses marketing goals.

To achieve optimal alchemy, we suggest regular strategy meetings, complemented by joint creative brainstorming sessions. Enhance this with regular knowledge-sharing of tools and resources, and tighten up workflows to keep the momentum going. Finally, regularly revisit your process and adjust as needed.

Embracing a B2C Mindset in B2B Marketing

Business-to-business (B2B) industries can still adapt business-to-consumer (B2C) mindset in B2B marketing. The key is humanizing your brand by understanding your customers deeply and then providing them with personalized and engaging content.

As we mentioned earlier, you can start telling your brand’s stories, which you can share on social media in an authentic way. Add to this customer-centric content and showcasing customer testimonials and stories.

Be empathetic in your communication. Involve employees in your branding. By treating B2B customers with the same attention to detail and personalization as B2C customers, companies can create more impactful and memorable marketing experiences.

Content Marketing: Telling Your Story

Content marketing is a powerful tool to convey your brand’s story. For example, our client BoyarMiller embraces this approach through PR and events, thought leadership, videos, interactive media, podcasts, digital advertising, email marketing, and social media. This diverse mix ensures that their brand’s narrative reaches the right audience through various engaging and relevant mediums.

In addition to the suggested strategies, it’s important for content marketing to also focus on consistency and authenticity. Regularly producing and sharing high-quality, relevant content helps in building a trusted voice in your industry.

Lessons Learned

At Savage Brands, we’ve worked with different industries and have found it is imperative to know your brand, create allies within and outside your company, embrace change, and be willing to experiment. These lessons ring true even more in this age of technology shifts and AI to build stronger connections with your customers and drive growth for your business.

Need help getting started? Contact us today for a consultation!

Care GerlandAs Senior Account Supervisor at Savage, Care brings a high level of passion to help her clients deliver brand value through customer engagement. The same time she invests in her own mental and physical acuity is rivaled only by the time she invests in her clients and peers, creating fluid lines of communication and precise strategic plans.