The 12 Best B2B Marketing Campaigns [+ What You Can Learn From Them] (2023)

Are you working on a marketing campaign that will blow your audience away, but don't know how to go about it?

It's okay to feel uninspired. We all have those days.

Fortunately, a little inspiration can go a long way and get your brain's creative gears turning. We reached out to experts and asked them to share the most creative B2B marketing campaign they've seen and why their chosen campaigns are so effective.

But before that, let's cover what matters most when it comes to creating successful B2B marketing campaigns.


The most important elements of a marketing campaign

At the beginning, we asked survey participants to vote on the most important marketing elements.

Three elements emerged as winners: message, positioning and voice/tone.

The 12 Best B2B Marketing Campaigns [+ What You Can Learn From Them] (1)

Let's look at each campaign element individually.

The campaign message is the most important element

The 12 Best B2B Marketing Campaigns [+ What You Can Learn From Them] (2)

Based on the responses we received, messaging was cited as the most important factor in creating a great B2B marketing campaign (4.5 out of 5 rating).

The messages are pretty self-explanatory. It's the message you want to share with the world. Want to tell your target customers that starting your own business is easy? tell them Want to send a message that project management is easy with your software? Go ahead and send it.

The positioning of the company is also crucial

The 12 Best B2B Marketing Campaigns [+ What You Can Learn From Them] (3)

The second most important element for B2B marketing campaigns (rated 4.4 out of 5) is your company's unique USP or selling proposition. In other words, it's what sets you apart from the rest of the competition.

For example, Zappos has a reputation for excellent customer service. This sets them apart from others in their industry.

(Video) 12 B2B Marketing Strategies For 2023

What is your unique positioning? Ease of use? Friendly staff? Whatever it is, write it down and feature it in your B2B marketing campaign.

Consider your campaign voice/tone

The 12 Best B2B Marketing Campaigns [+ What You Can Learn From Them] (4)

Our respondents also agree that language/sound is almost as important (4.3 out of 5 rating) to the success of your marketing campaign.

In addition to helping to show the human side of your business, a unique voice helps you stand out and leaves an unforgettable impression on your audience.

Once you've found your voice, be sure to script your campaign with that voice.

Your campaign needs to pull some emotional threads

The 12 Best B2B Marketing Campaigns [+ What You Can Learn From Them] (5)

We also asked about the importance of making an emotional impact with your campaign. It turns out that making an emotional impact is important (rated 4.05 out of 5).

Why? Because deep down we are all emotional beings and whether we like it or not,Emotions play a crucial role in decision-making.

The medium you choose is just as important.

The 12 Best B2B Marketing Campaigns [+ What You Can Learn From Them] (6)

Likewise, the marketing channels you use to publicize your campaign are of great importance. Marketers in our survey give equal importance (4.05 out of 5) to emotional impact when it comes to the success of a B2B marketing campaign.

Visuals communicate your message quickly

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Not to forget, visuals always play an important role in marketing (3.9 out of 5). Strong images get your message across quickly, so it's a good idea to pay close attention to how your campaign looks.

And don't forget a solid campaign slogan.

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After all, according to our marketing experts, your marketing campaign tagline falls between “least crucial” and “most important” (rated 3.45 out of 5). While it plays a medium to important role, it's also something to consider when creating your B2B campaign.

The Most Creative B2B Marketing Campaigns

Now that you know what elements make a great marketing campaign, it's time to look at some of the best B2B campaigns that highlight these elements.

1. At IBM, every second counts

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First on this list of the best marketing campaigns is the IBM campaign.

reliableLucas Robinson comments, “[This campaign's] mixed media approach helps drive users to your landing page and also gives the customer a more interesting persona to browse and interact with. The films were really moving for the campaign and something different from the usual format.”

The take home message? As Robinson points out, "Using more than just images helps the audience experience a campaign in a very engaging way, and social media is a great way to target content."

(Video) 7 Essential B2B Marketing Strategies for 2023

2. Drifting employee campaign

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“Singling out individuals humanizes the roles in the organization and ensures that clients see each role in the organization as one person working there with face and life, rather than just seeing the organization as one,” notes Ethan Taub ofdebts.

The lesson learned is simple: “If you want to put people at the center of your business, make sure they are in every piece of your content,” describes Taub. "If they're at the forefront of every campaign, customers know they'll always be remembered."

3. WeWork Video Campaign

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Thomas shinesSmallbizdailywelcomes WeWork's video campaigns. Glare writes, “This is a creative company and their recent campaign is a great example of how to get the most out of your video investment.

“For small businesses looking to increase their office space, this company has created a series of 30-second videos. Videos can be truncated to 15 or even 6 seconds and still get the message across, which is proving to be a good use for this marketing campaign.”

take it off? "For B2B and B2C marketing campaigns, video is a must for any brand," says Glare. And, of course, it's important to get your message across in as little time as possible, just as WeWork videos get their message across even when truncated to six seconds.

4. Shopify Makes You a Business Campaign

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This campaign “helps everyone to believe that they can have their own business. And with the company's help, you can grow your business and prosper," he notes.Daniel FoleyThe campaign "helps business owners show they can do better without too much effort - it's just a matter of using the right platform," adds Foley.

Brand24Mike Sadowski also notes, “Shopify targeted potential new business owners and decided to spread their message across multiple channels. They used internet advertising, television advertising, billboards and other media.”

“What they wanted to achieve,” continues Sadowski, “is for their advertising to be visible in all spheres of everyday life. Whether walking, driving, watching TV with the family or surfing the internet alone; They wanted their message to stay in your mind.”

In short, Aaron McWilliams out1 dentecalls Shopify's campaign "one of the most creative B2B marketing campaigns I've seen."

By using different marketing channels to get your message across to new and small business owners, McWilliams notes that "the idea has been established that Shopify is a place for entrepreneurs to bring their business ideas to life."

For marketers, the Let's Make You A Business campaign leaves us with a few snippets of knowledge, including:

  • “Positioning is the most important aspect of a campaign. Differentiating yourself from the competition and demonstrating the value you offer over other companies will lead to an effective campaign.” – Aaron McWilliams.
  • “Establish a relationship with your customers and make them believe they can be more successful with your business. Put your customer at the forefront of the campaign and help them stay motivated.” —Daniel Foley.
  • “By advertising on many channels, chances are someone will choose Shopify when they finally decide to start a business. Because of his presence, people would cling to what they already knew. So the bottom line is that you must use many channels for your marketing efforts.” – Mike Sadowski

5. SuperSmart Security Graphic Novel da Cisco

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Those ones

"In terms of the most creative B2B campaign, the winner for me is Cisco," comments Jack Zmudzinski offuture processing.

“I'm a Senior Associate at Future Processing and I'm constantly A/B testing our marketing campaigns to see what works best. Through trial and error, I've come to the conclusion that these are strong messages that resonate with potential customers, closely followed by positioning and reputation.”

And when it comes to all of the leads on Zmudzinski's list, Cisco's campaign delivers on them all, leaving us with an interesting look at how boring information can be creatively presented.

(Video) Top 10 B2B Marketing Strategies

In the words of Zmudzinski: “To educate people about cybersecurity, Cisco abandoned the idea of ​​a dry but informative campaign and instead produced a comic book – complete with a superhero. Honestly, it really doesn't get much better than this!

6. Google Comics About Google Chrome Launch

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Those ones

Von Anu RamaniIsolated Communicationsays, “This comic was great content that developed highly complex concepts in simple, accessible terms. Beautifully detailed, perfectly tuned, and answers all the important questions developers might have about the browser.”

“Tech B2B doesn't have to be just about words on a page!” as Ramani puts it. "Don't be afraid to explore diverse and creative mediums in your work."

7. Campanha "Get Optimistic" da Xerox

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Those ones

WillingFrancois-Louis Mommens shares this old campaign as one of the best marketing campaigns.

Mommens observes, “Xerox opted for very targeted advertising. It all started with emails sent twice a week, divided by sector. These emails would then be sent to websites related to your industry.”

“So Xerox partnered with Forbesto to create their own publishing platform called Chief Optimist. They didn't want to target just managers, but all employees involved in decision-making. I believe it was so successful because of its unique marketing approach. Also, the personal touch in advertising is a great practice.

"The most important takeaway from all of this is to keep things personal in your campaigns," concludes Mommens. “People appreciate it because it shows you care about them and want to help them grow by providing useful content about the industry.

In addition to keeping emails personal, Xerox launched an entire magazine focused on specific needs. In addition, Xerox has decided to hold seminars in the United States to further promote itself.”

8.'s short explainer video

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This ad is a suggestion by David Cusickhomemade method. The reason for this is simple: "'s ad is visually appealing and clearly demonstrates what it can do to help companies manage their workflows and project management more efficiently."

Simply put, "A business owner looking at it can easily imagine how their business is using the app."

This leaves us with an important message: “The effective use of visuals can make a simple campaign yet powerful and effective in capturing the attention of a target audience”, summarizes Cusick.

9. Mockumentary video from Slack with Sandwich, Inc.

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"The most creative B2B marketing campaign I've seen is the Slack mockumentary video featuring Sandwich, Inc." says Naveed Ahmer ofHR card.

“Sandwich, Inc. isVideo Creation Agencythese are Slack customers. The video showed Sandwich's journey from not using Slack to using Slack.” The best part? “It was explained how they bundled various communication channels across the organization into one platform. The video was funny and sarcastic and didn't bore the viewers."

(Video) Gary Vaynerchuk Shares 13 Minutes Of B2B Marketing Strategies | INBOUND

So what's the message here? Experience an engaging video case study.

As Ahmer says, “The video was a real case study and also from the customer's perspective, which added legitimacy and made the app seem more real and useful. They strategically identified challenges that companies often don't even recognize and how to solve them."

10. Hey Marketing Campaign (a new email product developed by the Basecamp founders)

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Those ones

best suggestionsPetra Odak says, “It's really hard to be provocative these days, but [Hey] managed to do it and get the attention of the entire SaaS community around the world. Her promise to finally “solve” the email and get rid of spam once and for all.”

In short, Odak shares, “They just created a landing page with really good copy and a sign-up form — and that was all it took. The media picked up on the story and it spread like wildfire in just a few days.” And that's what you should aim for if you want to replicate the success of Hey's campaign.

11. Podcasts da Sweet Fish Media

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"The most creative B2B marketing campaign I've seen is how Sweet Fish Media, a podcast company, structures their podcasts to market to other companies in their target market," comments Stacy da Capriogrowth marketing.

“One way to structure your podcast campaign to get more B2B customers is to invite your ideal customers to the podcast,” explains Caprio.

“This allows them to be a vehicle for attracting customers. Even if they don't get a lot of listeners, they can still speak directly to their ideal customers, inviting them to talk about the podcast, which makes the campaign incredibly effective."

Would you like to try this marketing approach?

Caprio sums it up in one solid lesson: “Learn how to target exactly who they want to buy from you in your campaigns. If your targeting is very specific and precise, you don't need to have hundreds of thousands of website visits or campaign views to drive sales and revenue."

12. Oracle's "Digital Bank of the Future" research campaign

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The campaign "resulted in more than 350,000 new leads for Oracle and projected revenue of $28 million," recalls Jim Pendergast ofaltLINE Sobanco.

Pendergast explains what made it so effective. “Oracle worked with B2B marketing giant MOI Global to put together a multi-channel lead generation campaign that worked well on two fronts:

“First, it offered not one, but two cohesive and incredibly detailed accounts of the disconnect between banks and the modern consumer. Even better, the reports came with a benchmarking survey for the public to review their own banking processes and see how well they are meeting today's digital consumer needs.

“Following this benchmarking survey, participants were able to enroll in Oracle-sponsored tutorials and bootcamps. This made the reports even more engaging and useful as you can bring insights into the real world to make real improvements at your bank or financial institution.”

The moral of this marketing campaign story? "The key message is that audiences still respond to gated content," Pendergast writes. “But you get real lead generation when you give prospects something tangible to do as soon as it's in their hands or on their screens. Few organizations go beyond just publishing these static reports and white papers.”

close thoughts

From leveraging different marketing channels to crafting a message that is visually striking and resonates with your audience, there's a lot you can do to make your B2B marketing campaign a success.

(Video) The Principles of B2B Marketing

Start by understanding your audience and their pain points, then find a creative campaign format that captures their attention. Remember: your message, positioning and voice/tone are the important elements. So don't forget to make them a priority.


What makes a good B2B marketing campaign? ›

Stand out – Choose a channel or platform that gets your carefully created content the attention it deserves. Tell stories – build relationships that let you influence your audience. Lead with visuals – Leading with intriguing visuals encourages your audience to find out more on their terms.

What is the most important thing for B2B marketing? ›

B2B marketers, in particular, have to deal with customers who are Internet-savvy, strongly networked and therefore well informed. Companies that do not fit into the circumstances and ignore the changed information and decision-making behaviour of their customers in their marketing strategies are inevitably left behind.

What are B2B marketing campaigns? ›

B2B marketing, short for business-to-business marketing, refers to marketing products or services to other businesses rather than individual consumers. Marketing to the end consumer is known as B2C marketing, and B2C brands include companies like Walmart, Starbucks, or Apple.

What are examples of B2B marketing experience? ›

The most common example of B2B sales is selling products or services directly to another business. For example, an office supplies manufacturer may sell its products to a law firm. The law firm will then use those office supplies to take notes on litigations or type up case reports.

What are the 3 most important qualities of a successful B2B sales person and why? ›

All-Star B2B Sales Rep Traits
  • Compassionate. Loyal customers are gained when they confidently place their trust in your company. ...
  • Optimistic. ...
  • Detail-oriented. ...
  • Coachability. ...
  • Communication. ...
  • Driven. ...
  • Passionate. ...
  • Curious.
Oct 9, 2018

What is the importance of B2B? ›

Why is B2B important? B2B is important because every business needs to purchase products and services from other businesses to launch, operate and grow. A company's B2B suppliers offer office space, office furniture, computer hardware and software, and so on.

How do you build a successful B2B business? ›

6 tips to develop your B2B brand strategy
  1. Identify your goals and purpose. ...
  2. Define your audience personas. ...
  3. Strategically position your business in the market. ...
  4. Differentiate yourself from your competition. ...
  5. Create a brand character your audience will connect with. ...
  6. Tell your brand story through key messaging.
Aug 20, 2020

What makes a good marketing campaign? ›

Good Marketing Campaign Components Defined Audience A Solid Offer A Hook Brand Awareness Advantage A good marketing campaign will appeal to a large customer base and make those customers interested and excited about that campaign.

What are the 4 types of B2B? ›

To help you get a better idea of the different types of business customers in B2B markets, we've put them into four basic categories: producers, resellers, governments, and institutions.

What is B2B explain with example? ›

In B2B, a business that manufactures products, services, or software sells to another business that can use them as raw materials. Retailers selling to wholesalers are one of the business-to-business examples. A company that produces and sells automobile parts is also part of business-to-business sales.

Why is B2B customer experience important? ›

Businesses will compare their customer experience to their consumer experience. If they are used to receiving high-quality service as individual consumers, they will expect the same from B2B providers like you.

What are key skills for B2B sales? ›

7 Essential Sales Skills Required for B2B Organizations
  • Product Knowledge. ...
  • Research to hit the right spot. ...
  • Communication skills- How to build a lasting relationship? ...
  • Importance of Active Listening. ...
  • Presentation Skills. ...
  • Time Management- You must follow up timely. ...
  • Deliver VALUE.
Sep 18, 2020

What are 4 efficient lead generation strategies for B2B marketers? ›

Here are some of the most effective B2B lead generation strategies:
  • Social Media. Social media isn't just for B2C. ...
  • Follow Emails with Direct Mail. ...
  • PPC. ...
  • Encourage Sharing on Social Media. ...
  • Live Chat. ...
  • Live Video Streaming. ...
  • Personalized Videos. ...
  • Free Incentives.

What do B2B customers really want? ›

So, let's quickly review who your professional buyer is and their top priorities. B2B customers' top 3 KPIs are: cost savings, increasing the efficiency of the purchase process, and internal client satisfaction. E-commerce is now the number one purchasing channel for B2B buyers.

What are the benefits of B2B lead generation? ›

Lead generation is a process that builds visibility, credibility, trust, and interest from a specific group of people (potential leads). So by focusing on lead generation, it can help drive traffic from high-quality prospects. And with high-quality prospects comes high-value customers.

What are the benefits of integrating B2B? ›

It allows them to work and trade more effectively with their customers, suppliers and business partners by automating key business processes. B2B integration software provides the architecture needed to digitize information and quickly route it through an organization's trading ecosystem..

How do you build a strong B2B relationship? ›

Focusing on these five basic strategies will give you valuable insights and will allow you to build strong bonds with your B2B consumers:
  1. Focus on problem solving. ...
  2. Prioritize value over price. ...
  3. Take your time. ...
  4. Communicate your company's story. ...
  5. Bring humanity to marketing.

What makes a strong B2B brand? ›

The strongest B2B brands build highly relevant and hard-to-replicate experiences. From the first impressions they make in the relationship building and early evaluation phase, how they integrate with their customer's business, the expertise and problem-solving they bring, it is all connected back to their brand.

How do you build a strong brand in B2B marketing? ›

How to Develop a B2B Brand Strategy
  1. Step 1: Create an Outline of Your Visions and Values. ...
  2. Step 2: Identify Your Target Audience. ...
  3. Step 3: Define Your Businesses Value Proposition. ...
  4. Step 4: Create a Brand Narrative. ...
  5. Step 5: Promote Your B2B Brand.
Jan 13, 2022

What is the main goal of any marketing campaign? ›

The ultimate goal of any marketing campaign is to meet, if not exceed, revenue goals. To do this, you need to attract a certain number of customers. So, first things first, these numbers need to be defined (revenue and customer goals).

What is the purpose of marketing campaigns? ›

Marketing campaigns are sets of strategic activities that promote a business's goal or objective. A marketing campaign could be used to promote a product, a service, or the brand as a whole. To achieve the most effective results, campaigns are carefully planned and the activities are varied.

What are B2B major activities? ›

Various types of B2B business models work in several sectors such as payroll and tax, research and development, webpage designing and SEO services, call centers, human resource and recruitment, marketing and advertising, etc.

What is major B2B business model? ›

B2B (Business-to-business).

In a B2B business model, a business sells its product or service to another business. Sometimes the buyer is the end-user, but often the buyer resells to the consumer. B2B transactions generally have a longer sales cycle, but higher-order value and more recurring purchases.

What are the major types of B2B models? ›

What are the four basic B2B models that help connect your trading partner community?
  • Direct Connection B2B Model. In the direct model your business connects directly to each of your trading partners for sending and receiving electronic documents. ...
  • Network B2B Model. ...
  • Hybrid B2B Model. ...
  • Managed B2B Model.
Jun 13, 2012

What is B2B business in simple words? ›

Business-to-business, or B2B, refers to commerce between two businesses rather than between a business and an individual consumer. Transactions at the wholesale level are usually business-to-business, while those at the retail level are most often business-to-consumer (B2C).

How do B2B businesses work? ›

B2B means business to business. It's the commercial space where one business or company sells products and services to another business or company, instead of to individual consumers.

How do you explain B2B sales experience? ›

Business to business (B2B) sales are transactions between two businesses rather than between a business and an individual consumer for the consumer's personal use. B2B sales are characterized by larger transaction amounts, more educated buyers, a multistakeholder approval process and thus a longer sales cycle.

How important is content in B2B marketing? ›

Content that builds trust

Content marketing allows B2B companies to show they care about the same things as their customers. Building a relationship is important in B2B because you're rarely selling at volume in the way B2C companies can.

What is customer success in B2B? ›

B2B customer success management is a strategy for promoting outcomes that meet client goals. This is intended to ensure that the client's experience with your brand aligns with their expectations so that they remain satisfied customers inclined to continue buying from you and promoting your brand to others.

What are the best practices in B2B sales? ›

The 10 Best B2B Sales Strategies For 2022
  • Remember Sales and Marketing Win Together. ...
  • Prepare Before You Approach Your Audience. ...
  • Create a Follow-Up Plan. ...
  • Develop a Lead-Nurturing Plan. ...
  • Leverage Account-Based Marketing. ...
  • Go Social. ...
  • Identify Opportunities for Repeat Business. ...
  • Ask for Referrals.

How do you approach a B2B customer? ›

Here are six tips for a B2B sales strategy that works:
  1. Research your target customers and prospects. ...
  2. Equip sales reps with product & industry knowledge. ...
  3. Ask questions. ...
  4. Prioritize listening over talking. ...
  5. Adopt a consultative approach. ...
  6. Focus on building relationships. ...
  7. Adopting a Customer-Centric Sales Approach.
Jul 11, 2020

How do you plan a B2B marketing campaign? ›

How to build a B2B marketing strategy?
  1. Use market analysis to decide on your positioning.
  2. Understanding and segmenting your target market.
  3. Identify the buyer's journey of your target audience.
  4. Set your objectives by analyzing your marketing funnel.
  5. Decide on tactics to support your B2B marketing strategy.
  6. To generate demand.
Mar 14, 2022

What are the 3 main market leadership competitive strategies in B2B? ›

Three Competitive-Strategy Actions For B2B Marketers To Take In...
  • Know yourself. It may seem strange, but I often see companies trying to go in a direction that doesn't align with their core competencies. ...
  • Know your competitors. ...
  • Play to your strengths.
Dec 5, 2022

How do you measure success of a B2B campaign? ›

Here are five of the most important B2B marketing metrics that truly measure the success of your initiatives:
  1. Lead-To-Close Conversion Rate (CVR) ...
  2. Initial Customer Acquisition Cost (CAC) ...
  3. Marketing Percentage of Your CAC. ...
  4. Marketing Originated Customers. ...
  5. Marketing Influenced Customers.

How do you build a successful B2B brand? ›

How to Develop a B2B Brand Strategy
  1. Step 1: Create an Outline of Your Visions and Values. ...
  2. Step 2: Identify Your Target Audience. ...
  3. Step 3: Define Your Businesses Value Proposition. ...
  4. Step 4: Create a Brand Narrative. ...
  5. Step 5: Promote Your B2B Brand.
Jan 13, 2022

How do you develop a B2B sales strategy? ›

To create a stellar B2B sales strategy, you need to do these six things:
  1. Define your customer base.
  2. Analyze and find a niche market.
  3. Craft a great unique selling proposition.
  4. Create a customer relationship strategy.
  5. Make an action plan.
  6. Set sales goals.

How do you attract B2B customers? ›

7 Marketing Tactics to Attract B2B Buyers to Your Business
  1. Account-Based Marketing. ...
  2. Social Media. ...
  3. Content Marketing. ...
  4. Gamification. ...
  5. Retargeting. ...
  6. Micro-Moment Marketing. ...
  7. Direct Mail.

What tools or skills do you have for B2B lead generation? ›

Key Skills to Become a Successful Lead Generation Professional
  • Tech Savviness. ...
  • Top-Notch Communication Skills. ...
  • Cold Sales. ...
  • Lead Nurturing. ...
  • Social Selling. ...
  • Persuasion. ...
  • Understanding Buyer Personas. ...
  • Networking Skills.
Jul 30, 2020

What are the 4 basic categories in B2B markets? ›

To help you get a better idea of the different types of business customers in B2B markets, we've put them into four basic categories: producers, resellers, governments, and institutions.

How do you gain competitive advantage in B2B? ›

B2B And B2C eCommerce Strategies To Gain Competitive Advantage
  1. Elevating Your Marketing Skills. ...
  2. Dazzle Out With Discounts. ...
  3. Leveraging Organic Search & Social Media. ...
  4. Gear Up Your Site For Promotions. ...
  5. Effective Support Programs.
Jul 24, 2020

How do you measure B2B marketing performance? ›

Also known as cost per conversion, your CAC tells you how efficient your B2B sales and marketing teams are. You can work out this marketing metric with the following formula: CAC = marketing spend / number of new customers who came from that campaign.

How do you run a successful business campaign? ›

A Step-by-Step Guide to a Successful Marketing Campaign
  1. Define the Goals. The first step of a campaign is to outline a set of goals. ...
  2. Set a Budget. ...
  3. Determine the Target Audience. ...
  4. Select Your Medias. ...
  5. Develop Your Messaging. ...
  6. Measure the Results. ...
  7. If Necessary: Compare with the Competition.


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