Great B2B Marketing Campaigns

Great B2B Marketing Campaigns: 15 Inspiring Examples & Actionable Lessons 

Updated 28-9-2025

What Is a B2B Marketing Campaign?

What Makes a B2B Campaign “Great”

B2B marketing is no longer about boring whitepapers and dry product brochures. The most successful campaigns today utilize creativity, storytelling, and technology to emotionally connect with decision-makers. Here’s what makes them great:

• Human Storytelling: People buy with emotion first, logic second.

• Bold Creativity: Breaking the mold gets attention in crowded markets.

• Omnichannel Presence: Your message must work across social, video, email, and events.

• Thought Leadership: Share insights and data that establish your brand as an expert.

• Clear ROI: Show decision-makers how you will save time, money, or resources.

• Authenticity: Real customers, employees, and stories make campaigns trustworthy.

Measurable Results: The best campaigns are data-driven and optimized in real-time.

Key Ingredients of a Strong B2B Marketing Campaign

From reviewing successful examples, here are common ingredients. Any B2B marketing campaign that does well tends to include most of the following:

1. Clearly defined target audience — Knowing not just the industry, but the specific role(s), challenges, and decision points of the buyer.

2. Strategic planning — Clear business goals, metrics for success, and mapping of the customer journey.

3. Creativity — Storytelling, emotional connection, visuals, formats that surprise or engage rather than following the same old template.

4. Effective distribution — Using the right channels, at the right time: social media, video, content, email, PR, etc.

5. Strong branding — Consistency in voice, visuals, promises. Brands that feel trustworthy and credible tend to do better.

6. Public relations & credibility building — Third-party validation (case studies, testimonials, influencers) helps reduce buyer risk.

7. UX and design — A website that’s easy to use, fast, clear; messaging and layout that guide users rather than overwhelm.

8. Personalization & relevance — Tailoring messaging to specific company types, pain points, or even individual roles.

9. Emphasis on emotional and human elements — Even though business decisions are logical, people still respond to stories, authenticity, humor, and values.

 Seven Standout Campaigns & Their Lessons

Here are seven exemplary B2B campaigns, what they did well, and takeaways you can apply.

1. “Wrapped for Advertisers” – Spotify

What they did: Spotify took its popular yearly “Wrapped” campaign—originally aimed at consumers—to the advertiser side. They used the same data-driven insights (which songs are trending, what listener behavior looks like), but reframed them to show advertisers the value of targeting and reach.

Why it stood out:

• They leveraged an existing asset/brand familiarity (the consumer “Wrapped”) to create instant recognition and trust.

• Used clear data and trends to illustrate capability.

• Maintained strong brand voice and aesthetic.

• Fostered social proof—advertisers see what’s working for other brands and want in.

Lesson: If you have a strong consumer brand or existing content, think how you might repurpose or extend it credibly into your B2B arm. Data can sell, especially when paired with stories of how it’s used.

2. IBM – “Every Second Counts”

What they did: IBM produced a campaign centered around video content showing urgency and the importance of time in innovation. The campaign combined interactive content, video formats, and multiple touchpoints to bring the message across.

Why it stood out:

• Moving beyond static visuals to use video and interactive elements makes the message more engaging.

• They ensured continuity across channels so the audience finds consistent messaging no matter where they engage.

• The content aligned closely with their audience’s concerns—speed, efficiency, relevance.

Lesson: Don’t stick to just one content type. Mix video, interactive media, and content spread across channels. Also, align the timing and urgency of your message with what your audience actually cares about.

3. Mailchimp + VICE Media – “Second Act”

What they did: A collaboration that told the story of a musician’s journey—balancing aspirations, identity, and community. The narrative was human-focused and inclusive (e.g., LGBTQ+ community), showing not just product features but human lives, values, and emotional resonance.

Why it stood out:

• Storytelling that goes deep: it’s about people, not features.

• Ties to broader social relevance (inclusion, diversity) help build affinity and brand loyalty.

• The campaign felt genuine, not opportunistic.

Lesson: Even in B2B, where metrics and ROI matter, there’s room for human stories. Align with social values that your audience cares about. Brand perception is powerful.

4. Drift – Employee Advocacy

What they did: Drift spotlighted its own employees (“Power User Spotlight”), highlighting their experiences, roles, and contributions. They made employees more visible, personal, and part of the external brand narrative (even featuring them on the company homepage).

Why it stood out:

• Adds authenticity: people trust people.

• Helps humanize what’s otherwise a corporate message.

• Builds internal culture and external brand together.

Lesson: Your employees are among your most credible spokespeople. Feature them, tell their stories. This builds trust with prospective business customers who want to see the people behind the product or service.

5. Slack – “So yeah… we tried Slack”

What they did: Slack created a mockumentary-style video, showing real customer situations (at a company called Sandwich Video), highlighting pain points in communication, while also entertaining via humor. It doubles as a testimonial/case study.

Why it stood out:

• Humor in B2B works (if done well). It makes you memorable.

• Combines entertainment + useful content.

• Case studies from real customers resonate—prospects see themselves.

Lesson: Don’t be afraid to be funny or light-hearted. Also, use real examples: customers, scenarios your audience actually deals with. It strengthens credibility.

6. Airbnb – “Become a Host”

What they did: This campaign treats homeowners as potential business partners. The messaging appeals emotionally (home, personal autonomy) rather than just financially. Visuals are strong, copy is simple, inviting.

Why it stood out:

• They treat their “businesses” (hosts) as people, recognizing emotional as well as economic motivations.

• Visual first: striking images draw viewers in.

• Story-led rather than feature-led.

Lesson: Even in business marketing, people are driven by more than profit. Tap into emotion. Use strong visuals. Let viewers explore further—don’t overload them up front.

7. Upwork – “Hey World”

What they did: Upwork combined personalized messaging with mass media (animated videos, billboards, etc.). Some of the billboards featured famous names/businesses, but importantly, the messaging is tailored so that when users see it, it feels relevant.

Why it stood out:

• Blending personalization with scale: adapting messages so they feel like they speak personally, even in broad campaigns.

• Visual impact (on billboards, etc.) + digital content.

• Surprising associations (famous names or businesses) draw attention.

Lesson: Personalization doesn’t have to be only one-to-one. Even broad campaigns can feel personal. Use visuals for impact, content to support, and ensure relevance to the audience.

Key Lessons for Your Own B2B Campaigns

• Combine Creativity with Data: Creativity grabs attention, but data convinces buyers.

• Use Multi-Channel Distribution: Repurpose one campaign idea across social, blogs, and email.

• Focus on Customer Outcomes: Show ROI with case studies and testimonials.

• Be Bold: A memorable message will cut through the noise.

• Test & Measure: A/B test messaging, visuals, and channels for maximum ROI.

FAQ -Great B2B Marketing Campaigns