Business-to-business (B2B) marketing campaigns have become increasingly sophisticated as companies leverage advanced digital tools and data-driven strategies to reach their target audiences. These campaigns are designed to build relationships, generate leads, and ultimately drive sales among businesses rather than individual consumers.
What is B2B marketing?
B2B marketing, or business-to-business marketing, refers to the strategies and practices used by companies to promote their products or services to other businesses. This type of marketing focuses on building relationships, addressing the specific needs of businesses, and often involves longer sales cycles, larger transaction values, and multi-step buying processes. Examples of B2B marketing activities include content marketing, email campaigns, social media marketing, and trade shows.
What is an example of B2B Marketing
An example of B2B marketing is Salesforce’s annual “State of Marketing” report, which provides industry insights and best practices to help other businesses improve their marketing strategies.
20 Best B2B Marketing Campaigns Examples in 2025
This article explores 20 examples of successful B2B marketing campaigns, illustrating a variety of strategies and tactics that have proven effective in the modern marketplace.
1. HubSpot’s Inbound Marketing
Overview: HubSpot is a leading player in the marketing automation industry, and its inbound marketing campaign is a textbook example of how to attract, engage, and delight customers.
Key Strategies:
- Content Creation: HubSpot produces a vast array of high-quality content, including blogs, eBooks, webinars, and whitepapers, that provide valuable information to its target audience.
- SEO and SEM: By optimizing their content for search engines and using targeted search engine marketing (SEM) campaigns, HubSpot attracts visitors who are searching for marketing solutions.
- Lead Nurturing: Once potential customers engage with their content, HubSpot nurtures these leads through email marketing, offering more personalized and relevant content to move them down the sales funnel.
Results: HubSpot’s inbound marketing strategy has been immensely successful, helping them grow from a small startup to a publicly traded company with thousands of customers worldwide.
2. LinkedIn’s “Sophisticated Marketer’s Guide”
Overview: LinkedIn developed the “Sophisticated Marketer’s Guide” to serve as an all-encompassing resource for B2B marketers aiming to utilize LinkedIn in their marketing strategies.
Key Strategies:
- Thought Leadership: By positioning itself as an authority in the B2B marketing space, LinkedIn attracts professionals who trust its expertise.
- Educational Content: The guide offers detailed, actionable advice on how to use LinkedIn’s platform for marketing, providing value to its readers.
- Cross-Promotion: LinkedIn promotes the guide across various channels, including email marketing, social media, and on its platform, ensuring it reaches a wide audience.
Results: The guide has been downloaded thousands of times, helping LinkedIn solidify its position as a go-to resource for B2B marketers and driving increased usage of its marketing solutions.
3. Salesforce’s “State of Marketing” Report
Overview: Salesforce releases an annual “State of Marketing” report, offering insights into current trends and best practices within the marketing industry.
Key Strategies:
- Data-Driven Content: The report is based on extensive research and surveys, offering valuable data and insights to marketers.
- Thought Leadership: By sharing industry trends and predictions, Salesforce positions itself as a leader in the marketing technology space.
- Lead Generation: The report serves as a lead generation tool, requiring readers to provide their contact information to download it.
Results: The “State of Marketing” report has become a highly anticipated resource in the marketing community, driving significant engagement and generating high-quality leads for Salesforce.
4. Adobe’s “Experience Makers” Campaign
Overview: Adobe’s “Experience Makers” campaign highlights how businesses can create exceptional customer experiences using Adobe’s suite of tools.
Key Strategies:
- Customer Stories: Adobe features real-life stories from customers who have successfully used their products to improve customer experiences.
- Multichannel Approach: The campaign leverages various channels, including social media, email, and events, to reach its target audience.
- Interactive Content: Adobe uses interactive content such as webinars, demos, and virtual events to engage potential customers.
Results: The “Experience Makers” campaign has helped Adobe showcase the value of its solutions, driving increased interest and sales among B2B customers.
5. IBM’s “Smarter Planet” Initiative
Overview: IBM’s “Smarter Planet” initiative is a long-running campaign that focuses on how technology can be used to create smarter systems and processes in various industries.
Key Strategies:
- Storytelling: IBM uses storytelling to demonstrate how its technology solutions can solve real-world problems.
- Integrated Marketing: The campaign uses an integrated marketing approach, combining traditional and digital media to reach a broad audience.
- Partnerships: IBM partners with governments, businesses, and academic institutions to showcase collaborative solutions.
Results: The “Smarter Planet” initiative has positioned IBM as a thought leader in technology and innovation, driving substantial business growth and strengthening its brand reputation.
6. Cisco’s “Internet of Everything” Campaign
Overview: Cisco’s campaign for the “Internet of Everything” (IoE) underscores the interconnected nature of devices and the transformative impact of IoT technology.
Key Strategies:
- Educational Content: Cisco produces a wealth of educational content, including whitepapers, infographics, and videos, to explain the benefits of IoE.
- Event Marketing: Cisco hosts and participates in industry events to showcase its IoE solutions.
- Social Media Engagement: The campaign leverages social media to engage with audiences and share success stories.
Results: Cisco’s IoE campaign has helped the company establish itself as a leader in the IoT space, driving increased interest and adoption of its solutions.
7. Microsoft’s “Empowering Us All” Campaign
Overview: Microsoft’s “Empowering Us All” campaign highlights how its technology solutions can empower individuals and businesses to achieve more.
Key Strategies:
- Inspirational Stories: The campaign features stories of how Microsoft’s technology has made a difference in various industries and communities.
- Video Marketing: Microsoft uses compelling video content to tell these stories, making them more engaging and shareable.
- Cross-Channel Promotion: The campaign is promoted across multiple channels, including social media, TV, and online platforms.
Results: The “Empowering Us All” campaign has successfully showcased the positive impact of Microsoft’s technology, strengthening its brand image and driving customer engagement.
8. General Electric’s (GE) “GE Reports”
Overview: GE’s “GE Reports” is a digital publication that shares stories about the company’s innovations and their impact on the world.
Key Strategies:
- Content Marketing: GE produces high-quality content that highlights its technological advancements and their applications.
- SEO: The publication is optimized for search engines to attract readers interested in technology and innovation.
- Social Media: GE used social media to publish its content and engage with its audience.
Results: “GE Reports” has established GE as a leader in industrial technology, driving increased brand awareness and interest in its products.
9. SAP’s “Run Simple” Campaign
Overview: SAP’s “Run Simple” campaign focuses on how its software solutions can simplify business processes and improve efficiency.
Key Strategies:
- Customer Testimonials: SAP features testimonials from customers who have streamlined their operations using SAP’s solutions.
- Thought Leadership: The campaign includes thought leadership content that discusses the importance of simplicity in business.
- Event Marketing: SAP promotes the campaign through industry events and webinars.
Results: The “Run Simple” campaign clearly articulates the benefits of SAP’s solutions, leading to increased interest and sales.
10. Deloitte’s “Humanizing Technology” Campaign
Overview: Deloitte’s “Humanizing Technology” campaign focuses on how technology can be used to enhance human capabilities and experiences.
Key Strategies:
- Thought Leadership: Deloitte publishes thought leadership content that explores the intersection of technology and human potential.
- Video Content: The campaign uses video content to tell compelling stories about the impact of technology.
- Integrated Marketing: Deloitte uses an integrated marketing approach, combining digital and traditional media to reach its audience.
Results: The “Humanizing Technology” campaign has positioned Deloitte as a leader in technology consulting, driving increased brand recognition and business growth.
11. Slack’s “Where Work Happens” Campaign
Overview: Slack’s “Where Work Happens” campaign highlights how its collaboration tool can improve workplace communication and productivity.
Key Strategies:
- Customer Stories: Slack features stories from customers who have transformed their work processes using Slack.
- Video Marketing: The campaign uses video content to demonstrate the benefits of using Slack in the workplace.
- Targeted Advertising: Slack uses targeted advertising to reach decision-makers in businesses who are looking for collaboration solutions.
Results: The “Where Work Happens” campaign has helped Slack grow its user base and become a leading collaboration tool in the B2B market.
12. Hootsuite’s “Social Media Trends” Campaign
Overview: Hootsuite’s “Social Media Trends” campaign offers insights into current social media trends and strategies for businesses to capitalize on them.
Key Strategies:
- Research-Based Content: The campaign is based on extensive research and surveys, offering valuable insights to social media marketers.
- Webinars and Reports: Hootsuite produces webinars and detailed reports to share their findings and recommendations.
- Cross-Channel Promotion: The campaign is promoted through multiple channels, including social media, email marketing, and their blog.
Results: The “Social Media Trends” campaign has positioned Hootsuite as a thought leader in social media marketing, driving increased engagement and interest in their solutions.
13. Oracle’s “Cloud Solutions” Campaign
Overview: Oracle’s “Cloud Solutions” campaign highlights the advantages of leveraging Oracle’s cloud services for business transformation.
Key Strategies:
- Case Studies: Oracle features case studies from customers who have successfully implemented their cloud solutions.
- Thought Leadership: The campaign includes thought leadership content that discusses the future of cloud computing.
- Event Marketing: Oracle promotes the campaign through industry events and webinars, providing live demonstrations of their solutions.
Results: The “Cloud Solutions” campaign has enabled Oracle to boost awareness and adoption of its cloud services, solidifying its leadership in the cloud computing industry.
14. Zoom’s “We’re in This Together” Campaign
Overview: During the COVID-19 pandemic, Zoom launched the “We’re in This Together” campaign to highlight how its video conferencing tools were essential for maintaining business continuity.
Key Strategies:
- Emotional Appeal: Zoom employed emotional storytelling to resonate with businesses facing challenges in adapting to remote work.
- Educational Content: The campaign included webinars and tutorials to help businesses effectively use Zoom’s features.
- Partnerships: Zoom collaborated with multiple organizations to provide complimentary access to its services for educational and healthcare institutions.
Results: The campaign significantly boosted Zoom’s visibility and usage, establishing it as a crucial tool for remote work during the pandemic and beyond.
15. Asana’s “Anatomy of Work” Report
Overview: Asana’s “Anatomy of Work” report offers insights into work habits, challenges, and solutions that enhance productivity.
Key Strategies:
- Data-Driven Content: The report is based on extensive research, offering valuable data and insights to businesses.
- Interactive Elements: Asana uses interactive elements like infographics and charts to make the data more engaging and understandable.
- Lead Generation: Readers must provide their contact information to download the full report, aiding in lead generation.
Results: The “Anatomy of Work” report has become a valuable resource for businesses, driving significant engagement and positioning Asana as a thought leader in work management.
16. Mailchimp’s “Big Change Starts Small” Campaign
Overview: Mailchimp’s “Big Change Starts Small” campaign showcases the potential for small businesses to meet wonderful results using Mailchimp’s marketing tools.
Key Strategies:
- Customer Success Stories: The campaign features stories of small businesses that have achieved big results with Mailchimp.
- Video Content: Mailchimp uses video content to tell these stories in an engaging way.
- Social Media Promotion: The campaign is heavily promoted on social media, targeting small business owners.
Results: The “Big Change Starts Small” campaign has resonated with Mailchimp’s target audience, driving increased usage of their marketing platform among small businesses.
17. Dropbox’s “Work in Progress” Podcast
Overview: Dropbox’s “Work in Progress” podcast explores the future of work and how technology is transforming the workplace.
Key Strategies:
- Thought Leadership: The podcast showcases interviews with industry leaders and experts who discuss workplace trends and innovations.
- Content Marketing: Every episode is bolstered by blog posts, social media promotions, and email marketing efforts to extend its reach to a broader audience.
- Community Engagement: Dropbox engages its community by inviting listeners to share their stories and insights related to the podcast topics.
Results: The “Work in Progress” podcast has established Dropbox as a thought leader in the future of work, driving increased engagement and brand loyalty.
18. Shopify’s “Build a Bigger Business” Competition
Overview: Shopify’s “Build a Bigger Business” competition encourages entrepreneurs to scale their businesses using Shopify’s platform, offering significant prizes and mentorship.
Key Strategies:
- Incentives: The competition offers prizes such as cash awards, mentorship from successful entrepreneurs, and media exposure.
- Content Marketing: Shopify promotes the competition through blog posts, social media, and email campaigns.
- Community Building: The competition fosters a sense of community among participants, encouraging them to share their experiences and support each other.
Results: The “Build a Bigger Business” competition has successfully attracted a large number of participants, driving increased usage of Shopify’s platform and strengthening its brand in the entrepreneurial community.
19. Trello’s “Unleash the Power of Trello” Campaign
Overview: Trello’s “Unleash the Power of Trello” campaign demonstrates how its project management tool can enhance productivity and collaboration.
Key Strategies:
- Educational Content: The campaign includes tutorials, webinars, and guides to help users get the most out of Trello.
- User-Generated Content: Trello encourages users to share their own tips and success stories on social media.
- Influencer Marketing: Trello collaborates with influencers in the productivity and project management fields to expand its audience reach.
Results: The “Unleash the Power of Trello” campaign has increased user engagement and adoption, reinforcing Trello’s position as a leading project management tool.
20. Marketo’s “Definitive Guide to Lead Generation”
Overview: Marketo’s “Definitive Guide to Lead Generation” is a comprehensive resource that helps businesses improve their lead generation efforts.
Key Strategies:
- In-Depth Content: The guide covers every aspect of lead generation, providing actionable advice and best practices.
- SEO and SEM: Marketo optimizes the guide for search engines and promotes it through targeted search engine marketing campaigns.
- Lead Generation: Readers must provide their contact information to access the guide, making it an effective lead generation tool.
Results: The “Definitive Guide to Lead Generation” has become a go-to resource for marketers, driving significant engagement and generating high-quality leads for Marketo.
Conclusion
The examples of B2B marketing campaigns outlined in this article demonstrate the diverse strategies and tactics that companies use to achieve their marketing goals. From content marketing and thought leadership to emotional storytelling and data-driven insights, these campaigns illustrate the importance of understanding the target audience and delivering value through multiple channels. By leveraging these proven strategies, businesses can build strong relationships with their clients, generate high-quality leads, and drive long-term success in the competitive B2B landscape.
Sangeet Shiv is a B2B Marketing and Sales Operations professional with hands-on experience across strategy, execution, and marketing automation. He’s passionate about using AI and emerging tech to drive smarter marketing and scalable growth.