Let’s face it: The adjectives associated with B2B marketing tend to skew more to words like “boring” and “stodgy,” rather than “cutting-edge,” “intelligent” or “innovative.” Companies in the space are viewed as slow-moving whales instead of nimble sharks.
But the industry is evolving rapidly. Our 2016 Killer Content Award winners are proof that B2B brands are sinking their teeth into content marketing in new and innovative ways.
This recap explores 7 award-winning B2B campaigns and some key takeaways about how these programs are setting the stage for a new age in B2B engagement.
Forbes Insights is the strategic research and thought leadership programming practice of Forbes Media. Taking advantage of a proprietary database of senior-level executives in the Forbes community, Forbes Insights conducts research on a host of topics of interest to C-level executives.
As part of the marketing strategy around the Blackbaud University training program, the company created an interactive journey that allowed prospects to choose from a menu of resources, including two calculators, a quiz and a survey. These assets work in tandem with existing content, such as webinars, static case studies, infographics, tip sheets and videos, packing a powerful punch to show the value of Blackbaud University.
LESSONS FROM THE
The Growth Marketer Imperative
Learn how you can create rich, engaging assets with our interactive content creation platform—no coding required.
The campaign included a mix of content assets including an E-book, a SlideShare presentation, an infographic and four blog posts to teach marketers to “rage against the irrelevance” and start producing “remarkable content.”
The interactive infographic was part of a holistic NASDAQ ad campaign, which has garnered more than 2,300 page views and more than 1,630 unique visitors. Average time on the infographic itself was 3 minutes.
800 qualified leads generated
In order to drive awareness of the company’s Marketing Solutions, LinkedIn developed some high-impact content that helped show its clients how to break through the content marketing clutter with out-of-the-box approaches.
35% higher average order value for nurtured contacts versus non-nurtured contacts
THE BEST-RUN BUSINESSES RUN SAP
The Growth Marketer Imperative was created in partnership with B2B agency gyro and Forbes Insight, the research arm of Forbes Media.
Anyone who follows the financial markets is familiar with NASDAQ. But many people are unaware of NASDAQ’s leadership in technology, as well as the extensive services the company provides for trading, clearing, exchange technology, listing information and public company services.
The New Business Traveler
Dell’s nurture program was supported by more than 18,000 global modular content elements, featuring more than 1,200 assets. The assets support 22 solution topics across 10 global programs.
Since launch, site visits continue to grow and CMO leadership featured there represent the who’s who among C-level marketers. It highlights CMOs’ need for a forum to learn and collaborate. SAP/gyro/Forbes Insights has created that forum.