1 – Social Media:
Despite being an example of B2C company, Everlane could open a hole to your creativity.
Each of Everlane’s social media accounts works to break the barrier between the customer
and their favorite brand. By illustrating how and why behind what they do, Everlane
offers a window to the company’s culture and differs from similar fashion brands. My
point with this example is that when you think about industrial marketing the examples
are usually very gray and boring; in the end you are dealing with people and your
company is doing much more than a screw; so a good way to connect with your customers
is by telling their stories and letting them know what is beyond the screw, who are the people behind it. As recent social media trends move away from the public and toward the private, Everlane has done an exceptional job of using Snapchat to send messages to their customers who feel honest and personal, and this is precisely what I mean.
2 – Blog
Who says that B2B marketing has to be boring? If you’re looking for examples of
industrial marketing, take a look at Microsoft Stories and get ready to be impressed.
The first thing you will notice is the visual quality of the site (which personally
fascinated me when I saw it for the first time). Unlike following a blog template,
each post is personalized with parallax, animated graphics and ingenious illustrations.
Beyond the design, the writing is reminiscent of the characteristic of journalism,
packed with empathic characters and a personal touch. Despite the immense resources of a brand like Microsoft, this blog nevertheless establishes a high bar for the narration of products.
3 – Videos
Successful B2B marketers know the power of case studies. And especially for brands
in the SaaS space, these success stories are often necessary to share the
personalization of the product to the user. Hootsuite, creator of a social media
administration panel, uses video to highlight the personality of its clients in each
case study. Check out the series on their YouTube channel to see an impressive example of each part of the video process: interviews, production and editing.
In the field of B2B marketing, a solid understanding of data visualization can be a
make-it-or-break-it (do it or let it go) attribute. Intuit is a company that sells
financial software for companies, and one of its strategies is to create content of
value for its public. An example of this is an infographic where the UK division of
the company explores the growing trend of working from home and how that has affected the work culture.
Litmus, is an e-mail testing and analysis platform, establishes a high bar for what
email campaigns can achieve. Unlike static text, each email uses eye-catching GIFs and eye-catching colors so that the reader feels as if they are on a professionally designed website, not in their inbox. Due to the superior visual elements, Litmus avoids the graymail trap (newsletters to which you subscribe but in the end you do not see value) and invites subscribers to explore their content further.