LinkedIn shows how creative B2B marketing works

B2B marketing doesn’t have to be boring: LinkedIn wants to prove this with a new pocket guide. The infographic shows four creative examples.

LinkedIn has released a new pocket guide, which is supposed to give advertisers an overview of successful campaigns and insights around the topic of B2B marketing. The infographic is intended to convey to marketers that B2B marketing is not boring, but can be fascinating and entertaining. Because many advertisers in the B2B sector have not yet realized how Alex Rynne, Content Creator at LinkedIn, explains:

I’d wager very few B2B marketers still believe B2B is boring by nature. But many of us are still stuck at stage two — it doesn’t have to be boring, implying that it’s okay if it is boring sometimes. […] The final stage of our B2B marketing transformation is a subtle but fundamental mindset shift: We need to stop treating B2B as something inherently boring that we can spice up with humor or emotional appeal.

© LinkedIn

Focus on entertainment and creativity

The Pocket Guide includes four examples of successful B2B campaigns. One of them is the microsite of the pharmaceutical company Novartis, which offers its visitors a virtual museum experience. Creative storytelling turns the story of the development of pharmaceuticals into an exciting advertising campaign.

Another example is a video from the content marketing platform Uberflip. In this, the platform is explained in a playful way after the listener in the video asks the explainer to explain her Uberflip as if she were five years old.

According to LinkedIn, all of the sample campaigns have in common that they are both informative and entertaining. The focus is on aspects that make the product interesting. This approach is more successful than labeling the campaign as boring from the start and trying to somehow attract the attention of the potential buyers. You can take a look at the infographic in detail below.

© LinkedIn via Social Media Today

This pocket guide is not the first overview that LinkedIn has published on the subject of B2B marketing. Here’s an infographic with tips on creating content that better engages your targeted audience.

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