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In 2024, businesses in the U.S. spent an incredible $37.68 billion on B2B advertising.
From major industry leaders to emerging brands, companies competed fiercely to connect with their target audiences and drive growth.
These B2B marketing campaigns leveraged creative strategies and valuable content to differentiate themselves in a crowded market.
This guide explores exactly how they achieved success, highlighting the factors that drove their results and how you can apply these insights to your own campaigns.
In this guide, we’ll cover:
P.S.: Looking to scale your B2B efforts? Influencer marketing could be your next big move. To find the perfect B2B creators, you can get help from inBeat.co. Our powerful search engine offers smart filters, including language, engagement rate, location, and more, that let you connect with influencers who align closely with your business goals. Book a free demo now!
B2B Advertising Growth: U.S. businesses spent $37.68 billion on B2B advertising in 2024, focusing on connecting with decision-makers and driving growth.
Key Differences: B2B marketing emphasizes relationships, complex sales processes, and data-driven content, contrasting B2C's focus on emotional triggers and quick purchases.
15 Top Campaigns: Successful campaigns by brands like Miro, Canva, and IBM utilized innovative strategies, emotional storytelling, influencer partnerships, and diverse ad formats to achieve exceptional results.
Winning Elements:
Tools for Success: Calculators for metrics like CPM, CTR, and ROAS, along with automation and analytics platforms, enhance campaign precision and ROI.
Takeaways:
B2B marketing encompasses all marketing strategies you’ll use to target or sell to another business.
B2B marketing does not address individual consumers but rather whole companies through key decision-makers, like procurement managers, CEOs, or department heads.
Let’s explore how B2B marketing campaigns differ from B2C (business-to-consumer) campaigns to understand their distinct strategies and approaches better:
The distinctions between B2B and B2C marketing aren't just theoretical—they dictate how you approach your campaigns.
For B2B marketers, this comparison drives home key priorities:
Remember: B2B success hinges on strategic, value-driven campaigns. You’re not just selling a product—you’re solving complex business challenges and helping companies grow.
This brings us to the next point:
Now, let’s dive into 15 standout campaigns that turned heads, captured leads, and boosted revenue, along with the strategies behind them.
Channels: LinkedIn, Instagram, Community Circle
Formats: Text, video, and image ads
Miro, a visual workspace for innovation, partnered with our sister’s agency inBeat to create B2B influencer marketing campaigns to boost brand visibility.
Their campaigns focused on collaborating with micro-influencers who had audiences similar to Miro's target demographic.
Thanks to the campaign’s success, Miro achieved the following milestones:
Key takeaway: Working with the right agency can make a huge difference in simplifying B2B marketing efforts.
Channels: TV ads, billboards, YouTube, social media platforms, and audio channels
Formats: Engaging short videos and dynamic visuals
Canva's global brand campaign in 2022, "What Will You Design Today?" made a remarkable impact in the B2B industry.
Featuring brands like Zoom, UNHCR, and FastCompany in a series of short videos, it highlighted how these organizations use Canva’s templates to create powerful designs.
The campaign also aimed to celebrate Canva users, from small startups to large enterprises, all united in their desire to make a positive change.
One standout story was that of Melati Wijsen, the founder of Bye Bye Plastic Bags, who played a key role in banning single-use plastic in Bali.
One video from the campaign gained 98 million views.
Key takeaway: The success of Canva’s campaign demonstrates the power of storytelling and user-centered content in B2B marketing.
Channels: Digital and print
Formats: Super Bowl Ads and digital publications
Squarespace’s "Make Your Next Move" campaign captivated audiences by telling the story of actor-turned-fashion designer John Malkovich, who launched his own fashion collection.
It celebrates a diverse group of entrepreneurs across various industries and encourages them to take the leap and build their ventures using Squarespace’s platform.
What sets this campaign apart is its emotional depth.
Squarespace doesn't just promote its product, but it connects with viewers on a personal level by urging them to follow their passions.
The campaign ends with a powerful call to action: "Make your next move. Make it beautiful."
Key takeaway: It shows how blending emotional resonance with a strong call to action can drive the target audience to take action.
Channels: Programmatic, paid social, and trade publications
Formats: Videos
Pinterest’s 2024 B2B marketing campaign, “The P is for Performance,” focuses on attracting advertisers who want to tap into Pinterest’s rapidly growing user base, specifically Gen-Z.
Through a series of eye-catching mini-movies, this campaign highlights the platform’s latest suite of marketing tools designed to drive high-performance results.
This unique, action-driven approach reinforces Pinterest’s ability to help advertisers target consumers at key points in the purchase journey, from discovery to conversion.
Key takeaway: Pinterest’s campaign emphasizes the power of creativity and high-impact visuals to engage B2B decision-makers.
Channels: YouTube, LinkedIn, and SEO
Formats: Blog posts, videos, and user-generated content
Dropbox’s recruitment marketing campaigns are just as impactful as its customer acquisition strategies.
The tech giant’s “Life Inside Dropbox’’ initiative gives potential recruits a behind-the-scenes view of the company’s culture, values, and product innovation.
Through a dedicated blog, Dropbox highlights its vision for the future and personal stories, such as a female software engineer’s venture into tech.
This reinforces its identity as an attractive workplace and continuously engages top talent.
Key takeaway: This campaign proves that an authentic display of a brand’s culture through ads builds trust and strengthens connections with the target audience.
Channels: Print, digital media, and OOH (out-of-home advertising)
Formats: TV, radio, billboards, and social media
Launched as Shopfiy’s first major brand campaign, “Let’s Make You a Business’’ emphasizes the freedom and potential of starting an independent business.
It simultaneously positions Shopify as the go-to platform for turning ideas into thriving businesses through motivating CTAs like “Let’s make what you do for fun what you do for a living,”
This campaign targeted entrepreneurs across 12 key markets in the USA and Canada using a multi-channel strategy.
In addition to its strong digital presence, it creatively integrated interactive elements like the “That Storefront” execution, which transformed available storefronts into inspirational canvases to encourage business aspirations.
Key takeaway: An omnichannel approach (traditional and digital combined) is essential for effectively distributing your B2B ads.
Channels: YouTube and television
Formats: Videos
General Electric's "What Matters" campaign takes an emotional, storytelling-driven approach to showcase the company's innovations across aviation, healthcare, and power generation.
The ads highlight real-life applications of GE’s technology, such as helping a family get to a school play on time or ensuring a premature baby’s safe arrival at home.
Through heartwarming stories, the brand successfully moves beyond technical features and shows the profound impact of its products on people's lives.
In an industry dominated by logic-driven B2B marketing, this campaign stands out by connecting on a human level, which reminds us that B2B doesn’t have to be purely transactional.
Key takeaway: It reinforces that emotional resonance with the B2B audience is just as important as logic.
Channels: Spotify's platform, email campaigns, webinars, and virtual events
Formats: Downloadable reports
Spotify’s Wrapped campaign has become a beloved annual event for millions of users, but with "Wrapped For Advertisers," the brand took a major step into B2B marketing.
The campaign leverages data-driven insights to give businesses a deeper understanding of their audience across various demographics and markets.
This valuable data allows advertisers to make informed, data-backed decisions, which helps them engage with their target customers more effectively.
Key takeaway: Spotify encourages users to explore and share their personalized Wrapped results, which creates organic buzz around the brand. This reflects the effectiveness of interactive and shareable content in B2B campaigns.
Channels: Social media platforms and YouTube
Formats: Video
1Password’s latest campaign, "Cybersecurity and Skin Care," starring Ryan Reynolds, follows a unique approach.
Rather than focusing on the usual fear-based messaging common in the online security industry, the ad leverages Reynolds’ comedic persona to make the idea of digital security more relatable.
What sets this campaign apart is its ability to humanize a typically dry topic and position 1Password as a friendly, trustworthy solution rather than just a technical service.
Key takeaway: This campaign highlights the power of B2B influencer marketing. It tells how partnering with the right influencers/celebrities can help brands connect with a wider audience.
Channels: Social media platforms
Formats: Videos, live events, and webinars
IBM's "Every Second Counts" campaign focuses on the urgent need for businesses to have a cyber attack recovery plan.
The campaign uses a gripping video ad to highlight the risks of cyberattacks by creating suspense.
After the launch, IBM also hosted live events simulating real cyberattacks, which allowed audiences to engage with the scenarios and understand the importance of preparedness.
It achieved impressive results throughout different social media platforms:
Key takeaway: This campaign shows that including urgency in ads can help accelerate the sales cycle and drive quicker conversions.
Channels: TV, social media, and YouTube
Formats: Video ads and social media clips
Adobe Acrobat’s “Got It: Baby Proof” commercial takes a relatable, high-pressure scenario and turns it into a compelling display of the product’s functionality.
In the ad, a financial advisor faces a chaotic moment as his child messes with a critical report.
With quick thinking, he secures the document by converting it to a PDF, adding a password, and sharing it, which demonstrates Acrobat’s core features in a real-world context.
Key takeaway: This ad reveals the importance of addressing real-world scenarios in a relatable way to capture the audience's attention and make the product memorable.
Channels: OOH advertising, radio spots, and digital platforms
Formats: Animated digital videos and station takeovers
Upwork's “Hey World” campaign creatively taps into pop culture and current events by featuring figures like President Trump, Dwayne "The Rock" Johnson, and NASA to highlight the value of freelancers.
It showcases freelancers as problem solvers for busy businesses and emphasizes how flexible, skilled talent can meet growing business needs.
Key takeaway: B2B marketing can successfully leverage cultural references and high-profile personalities to attract people.
Channels: Social media platforms (trailer) and 360Learning’s website
Formats: 13 episodes (videos)
360Learning took a bold approach to onboarding with its “Onboarding Joei Series,” an unscripted docu-series that tracks Joei’s journey as she starts her new role at a tech startup.
The series provides an authentic BTS look at how Joei navigates the challenges of adapting to her company’s culture, learning expectations, and taking on new responsibilities.
This creative campaign effectively highlights 360Learning’s goal to streamline professional development and turn in-house experts into efficient trainers.
Key takeaway: B2B marketers can learn the importance of humanizing their brand by depicting real-life scenarios through structured storytelling from this campaign.
Channels: Blog, social media platforms, and email marketing campaigns
Formats: Long-form blog posts, interlinked guides, and supporting resources
Kit, a leading email marketing tool for content creators, excels at creating pillar content with interlinked resources that resonate with its target B2B audience.
One standout example is its comprehensive guide on vlogging, which addresses common beginner concerns like whether expensive equipment is necessary.
It also offers actionable advice on building an audience, setting a content schedule, and growing a niche.
Key takeaway: Pillar content is highly relevant to a B2B audience because it shows how creating valuable, in-depth resources can build authority within a specific market.
Channels: OOH advertising
Formats: Static and digital billboards
Monday.com, a productivity and workflow tool, made waves with its paid billboard campaign in London’s subway system by cleverly tailoring its ads to resonate with commuters.
Understanding that part of its target audience travels via public transport; the brand used humor and relevant political events to promote its products.
This included references to the work that Prime Minister Boris Johnson had failed to accomplish.
Key takeaway: It’s essential to understand your audience deeply and engage with them in the spaces where they’re most active in B2B marketing.
To drive success in your own B2B marketing, it’s crucial to learn from the best campaigns out there.
You can uncover valuable insights into how to connect with your audience, optimize your messaging, and boost your reach by studying what has worked for top brands.
In B2B marketing, success is about precision, performance, and proof.
inBeat.co’s suite of tools empowers you to design, test, and optimize your campaigns for maximum impact, ensuring every dollar spent drives results.
Designing ads that resonate with decision-makers starts with precision.
inBeat.co’s ad mockup generators let you create professional, platform-specific previews for LinkedIn, Facebook, Instagram, Twitter, TikTok, and Snapchat.
Why it matters:
Ad budgets need clarity.
The free CPM Calculator helps you determine the cost per 1,000 impressions across multiple channels or campaigns.
Why it matters: For B2B campaigns focused on brand awareness, CPM is critical. It tells you how efficiently your budget reaches your audience, helping you compare and optimize across platforms.
Clicks mean interest, and this free CTR Calculator shows how well your ads engage decision-makers.
It calculates your click-through rate across different channels and ad creatives.
Why it matters: In B2B, high CTRs signal that your messaging resonates.
This tool pinpoints what works so you can fine-tune campaigns and boost engagement.
Cost per acquisition (CPA) is a cornerstone of ROI measurement.
The CPA Calculator lets you track how much it costs to acquire a lead or customer across channels.
Why it matters: B2B campaigns often have longer, more complex sales cycles. This tool ensures you’re optimizing for acquisition costs, helping you maximize ROI.
Are your landing pages driving conversions or turning visitors away? The Bounce Rate Calculator identifies how many users leave without engaging further.
Why it matters: For B2B campaigns, a low bounce rate signals effective ad targeting and landing page relevance. This tool helps you identify areas for improvement and keep decision-makers engaged.
The ROAS Calculator measures your return on ad spend, giving you a clear view of the effectiveness of your campaigns.
Why it matters: B2B marketers must prove every dollar spent delivers value. This tool helps you assess which campaigns drive the highest return so you can scale what works and cut what doesn’t.
A winning B2B campaign is built on several key factors, and inBeat experts are here to share insights that can help you craft campaigns that deliver exceptional results:
The foundation of any strong B2B campaign begins with a deep understanding of your audience.
Forget generic personas! Dig into the specifics of your ideal customers: their industry, role, pain points, and what truly motivates them to take action.
This helps you tailor your messaging to specific groups that ensure your content resonates with the right people.
For example, decision-makers in healthcare companies may have different priorities than those in the technology sector, so your messaging should reflect these differences.
A clearly defined strategy is crucial for a successful B2B marketing campaign, as it provides direction and helps you measure success and optimize future efforts.
Start by setting SMART (specific, measurable, achievable, relevant, and time-bound) goals that align with your business objectives.
For instance, if your aim is to increase revenue by 20%, your marketing objectives could include generating a specific number of leads or nurturing prospects through the sales funnel.
To capture the attention of your B2B audience, your campaign should include a blend of formats that cater to different engagement preferences and channels.
Some B2B users may prefer long-form whitepapers or detailed case studies, while others are more likely to interact with podcasts, short videos, or infographics.
You can keep them all interested by integrating both in-depth content for thorough engagement and bite-sized pieces for quick interactions.
This cohesive approach ensures you’re meeting your audience where they are and guiding them toward your desired outcome.
Insider tip: inBeat experts recommend repurposing content to maximize the value of your assets. For instance, a detailed whitepaper can be transformed into a series of blog posts, social media snippets, or even a webinar. This approach allows you to reach a broader audience while making the most of your existing resources.
The right tools are the backbone of an efficient B2B campaign.
To streamline workflows, segment audiences, and monitor results, consider tools such as:
Focus on tools that integrate seamlessly, providing a unified view of your campaign’s performance for data-driven adjustments.
Branding in B2B marketing is more than just a logo.
It includes building a unified identity that resonates with your audience at every touchpoint.
Moreover, consistent branding promotes trust and loyalty, which are crucial for increasing conversion rates.
At the same time, your campaign should offer flexibility in design and messaging.
While it’s important to maintain your brand's core identity, allowing for creative variation in visuals and tone keeps things fresh and engaging.
Great content is only impactful if it reaches the right audience.
Identify where your target audience is most active, whether it’s LinkedIn, email newsletters, or industry-specific forums, and focus your distribution there.
For instance, a LinkedIn carousel ad may be perfect for tech executives, while personalized email campaigns could better engage healthcare professionals.
As you integrate multichannel efforts, having the right analytics tools is crucial to track performance across various platforms.
A unified reporting system helps you monitor all the crucial performance indicators, such as:
P.S.: Remember to use the free marketing calculators above to simplify your campaign planning and evaluation process. They can give you accurate insights into your campaigns' effectiveness so you can make data-driven decisions and maximize your ROI.
Moreover, inBeat.co’s influencer discovery platform can help you find the right B2B creators to amplify your campaigns. Get in touch with us now!
Miro’s influencer marketing campaign leveraged micro-influencers on platforms like LinkedIn to showcase how its collaboration tools enhance productivity. This campaign achieved click-through rates up to 10% and a cost-per-click of just $0.47, demonstrating the effectiveness of targeted influencer partnerships in B2B marketing.
Content marketing is often considered highly effective in B2B marketing. Businesses can establish authority, build trust, and nurture relationships with potential clients by creating valuable and informative content.
The four primary types of B2B marketing are:
LinkedIn is widely regarded as the most effective platform for B2B marketing due to its professional user base and networking capabilities.
The 4 C's of B2B marketing are:
To run a successful B2B marketing campaign:
