What if we told you that fun and creativity isn’t reserved for B2C companies? There are ways for B2B businesses to establish their names with the same passionate, innovative and engaging branding.
If you’re at a loss finding success in B2B branding and marketing efforts, you’re not alone. The Content Marketing Institute surveyed B2B marketers and found that while 89 percent of them use content marketing, only 34 percent feel their efforts are actually effective.
Don’t get too disheartened – there are B2B brands out there that are fighting the misconceptions and establishing their name with storytelling finesse.
Here are some of those B2B brand masters, along with reasons why they were so successful:
Cisco Systems helps IT professionals design, manage and maintain sophisticated and secure digital business platforms. They provide a practical service, but they tell a brand story that engages its B2B audience. In a recent campaign, Cisco highlighted real customer stories to let their voices explain how Cisco powers innovation, collaboration, productivity and efficiency across various industries.
While not as flashy as Google or Apple, IBM is still a recognizable name and leading tech giant. With IBM Research, the company was able to establish its place as a thought leader in technology developments. IBM’s recent marketing campaigns got creative, borrowing the celebrity tactic common in B2C advertising. Just because they’re tech-savvy doesn’t mean IT directors won’t be engaged by Stephen King talking about storytelling, or how cognitive APIs can help businesses connect with audiences.
GE is a hybrid brand, working with both B2B and B2C audiences. That means the company has to tell a brand story that reaches both audiences. GE established its name as a leader in innovation and imagination, but the brand recently refreshed its efforts with more visual content. By keeping technology interesting, the company can increase awareness of the scope of GE’s services, as well as appeal to young engineers, business talent and potential shareholders.
Founded in 2010, WeWork is a relatively new company with a strong brand identity. As a global network of workspaces, the company’s mission is to create productive, welcoming and collaborative communities. They carry that mission to Instagram, where they showcase their office spaces on a platform that anyone can access, from anywhere in the world. The efforts worked, earning the company partnerships with huge brands like Spotify, Microsoft, Sprint and HSBC.
HubSpot is a leader in marketing software and insights, so it’s no surprise that the company practices what it preaches. The brand consistently publishes blog content, eBooks, infographics, webinars and other valuable content created by real marketing experts. As a result, sales and marketing professionals not only use HubSpot software, but they trust the company as a valuable industry resource.
If you’re ready to see success from your branding and marketing efforts, contact the B2B gurus at JK Design. Our goal is to make B2B anything but boring, giving you the tools to become a brand master, too.