• January 3, 2024
  • By Mike Szczesny, owner and vice president, EDCO Awards & Specialties

6 Viral B2B Marketing Campaigns From 2023 (and What We Can Learn From Them)

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It’s incredibly challenging to stand out in a crowded market and engage B2B companies. The marketing strategies employed by companies must be innovative and cutting-edge to tackle this challenge and mirror evolving consumer preferences and technological advancements.

To accommodate the industry’s many twists and turns, companies must plan memorable experiences that address the B2B customer journey while nurturing leads into devoted customers. As we embark on a new year, let’s examine which popular B2B campaigns reigned supreme last year so that you can win your next set of corporate awards.

Campaign #1: Innovative Use of AI in B2B Marketing

Marketing campaigns powered by AI's creativity are redefining the limits of what’s possible. GfK-NIQ decided to make AI the focal point of their 2023 brand-building campaign early this year after being influenced by the ChatGPT phenomena. 

The CMO, Gonzalo Garcia Villanueva, took on ChatGPT on video to discuss the newest developments and how marketing executives can adjust their strategies accordingly. They also featured their animated avatar, Ruby the Robot. It led them to win silver in the “Best Use of AI” category at the B2B Marketing Awards 2023.

Campaign #2: Leveraging Social Media for B2B Engagement

In 2023, B2B marketers increased their social media use to connect with their target market and produce leads. However, it’s important to acknowledge that not every social media platform is equal, so you must identify the most probable platform where your target audience is and focus there.

In March 2023, Canva hosted its second live event, Canva Create. From Sydney, Australia, it was live-streamed to approximately 150 million users worldwide.

For B2B organizations, this community-centric strategy serves as a lesson, highlighting how crucial it is to comprehend and cater to your audience’s wants and preferred platform to increase satisfaction and engagement.

Campaign #3: Sustainability and Eco-Friendly Messaging

With the growing awareness of the effects of human activities on the environment, many businesses are using green marketing to advertise their services. To fulfill its commitment to the nation’s net-zero goal made at COP 26, Schneider Electric is working to further its aim of making the world more electric, digital, efficient, and sustainable.    

As a result, they designed and started the “Green Yodha” project in India to symbolize Schneider Electric’s dedication to sustainability and aims to accelerate policymakers’ actions related to climate change by creating a community of conscientious individuals, organizations, and citizens. 

The distinction lies in the fact that they have advanced it significantly and conceptualized it as a mass movement to save Planet Earth.

Campaign #4: Exceptional Storytelling and Brand Narrative

B2B brands need to engage their customers more deeply and, as a result, bring them closer to themselves by weaving relatable human difficulties and victories into their tales.

Mailchimp and VICE Media’s partnership on the Second Act campaign illustrates B2B marketing brilliance. This video campaign from Mailchimp demonstrates the company’s steadfast commitment to employing the art of storytelling to give its identity a human touch. It creates a compelling story that prioritizes people and their stories to connect with the viewer emotionally.

Campaign #5: Data-Driven Decision Making

Do we need to say more about how important data is in B2B marketing and any other industry?

Spotify’s B2B marketing campaign “Spotify Wrapped for Advertisers” drew inspiration from its fast recognition of the importance of audience analytics. 

The same fascinating user data attracts businesses by providing them with never-before-seen insights into people’s musical tastes. What makes this unique is the campaign’s capacity to highlight opportunities and promote a thorough comprehension of consumer behavior, turning user analytics into an exciting adventure.

You’ll be far better able to create and distribute advertising that resonates with your target audience if you keep tabs on their actions and mindset. 

Campaign #6: Collaborations and Partnerships

Adobe produced an excellent B2B marketing campaign, “I Love You Acrobat” with Hasan Minhaj cast in both videos. The campaign has everything you need: an engaging story, a strong brand message, and a prominent product and brand placement. It’s a master class on seamlessly integrating your product, marketing plan, and brand into the narrative. 

The ultimate objective of this campaign was to have a genuine business impact and provide viewers with entertainment, which we successfully achieved throughout the entire campaign. Acrobat subscribers climbed by +7% over the campaign period of June to August, year over year, resulting in a nearly 10% swing in value compared to the prior quarter.

Other Campaign Ideas or Strategies You Can Think of for 2024

Let’s establish this first: No two B2B marketing campaigns are exactly alike. Depending on your objective, you might be undertaking a strategy that has never been tried. It all comes down to understanding your target and how to communicate with them.

This might be as simple as using artistic photos to gain social media followers or something more audience-specific, like tailoring your messaging on LinkedIn to reach a larger audience.

Brands increasingly incorporate fresher content forms to draw in and interact with their followers and audience. The emergence of immersive content platforms like AR, VR, and the metaverse has fundamentally changed how brands now use gamification to sell their content. 

Real empathy in a conversation, a warm handshake, and the genuineness of a smile can’t be overstated in a society where digitization is the norm. Deeper, more meaningful connections with their audience can be forged by brands that acknowledge and cater to this fundamental human need.

In 2024, micro-influencers—people who may not have a large number of followers but who are highly influential and resonant in their niches—are likely to become more and more prevalent. This can benefit brands by resulting in longer-lasting, meaningful relationships rather than flimsy ones.

By now, you should be brimming with ideas to develop a winning digital marketing plan. These six B2B marketing campaigns of 2023 serve as only a glimpse. To ensure the success of your marketing campaigns, it’s imperative to reach your target audience while staying abreast of the latest trends in the field.

Mike Szczesny is the owner and vice president of EDCO Awards & Specialties, a dedicated supplier of employee recognition products, branded merchandise, and athletic awards. Szczesny takes pride in EDCO's ability to help companies go the extra mile in expressing gratitude and appreciation to their employees. He resides in Fort Lauderdale, Florida.

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