Great marketing campaign ideas are rare. Great B2B marketing campaigns are even rarer.

Is it an eye-watering budget? Maybe. But whether you’re flush with cash or in the grips of a marketing budget cut, there are core psychological elements from these great B2B brand marketing campaigns we can all learn from.

Psychology plays in key role in marketing, and the most successful campaigns tap our subconscious for connection. There’s no doubt the most successful, memorable campaigns have neuromarketing – literally front of mind.

Check out the key B2B marketing ideas to take away after each feature. If you’re looking to kick off your next email campaign, a new cycle of killer social content, or anything in between, the best practices we’ve identified here will work for you.

1. Spotify – Wrapped for Advertisers

Every Spotify user knows about Wrapped. The streaming service’s highly personalized, highly sharable, snackable B2C campaign has been running every November since 2015, creating more and more organic publicity each year. So to answer “What makes a successful B2B marketing campaign?”, Spotify looked at what rang true with their customer base.

Wrapped for Advertisers takes the same data that consumers love to see about themselves, and offers but this time offers businesses access to these extraordinary insights on people’s music preferences. And they do it in a way that makes user analytics look exciting by focusing on opportunities and understanding.

What makes this B2B marketing campaign work?

  • Associates their B2B product with a familiar B2C campaign
  • Showcases statistics to enhance claims
  • Features social proof, with testimonials and positive reviews
  • Maintains brand tone of voice
  • Reveals seasonal and demographic consumer trends and behaviors

B2B marketing ideas to take away: use analytics to drive performance

Spotify knows that audience insights are the major selling point of this B2B marketing campaign. In fact, capturing insights and measuring performance is a key feature of all of the best B2B marketing campaigns.

Having access to meaningful insights allows you to improve your campaigns and communications continually, and this applies to much more than audio adverts. You should analyze every element of your marketing campaigns to identify what works and what needs improvement.

2. Upwork – “Hey World”

Upwork, a marketplace for freelancers to showcase their work and connect with clients, dared to do the impossible and combine personalization with mass marketing.

The campaign included a series of short animated videos and rented eye-catching out-of-home assets like billboards, which name-dropped high-profile individuals (like George R R Martin) and household names (like Amazon).

The campaign capitalized on the power of personalization – and particularly scalable personalization. It didn’t just use names to catch audience members’ eyes but also ensured their ad copy remained relevant to the name or business attached.

Turtl calls this psychological marketing technique ‘deep personalization’. This approach goes further than just adding first names, instead tailoring content even further – and getting enhanced content results in the process.

What makes this B2B marketing campaign work?

  • Personalized campaign
  • Scaled assets to maximize outreach
  • Eyecatching designs
  • Pushes the boundaries of traditional B2B campaign content

B2B marketing ideas to take away: personalize for results that connect

Personalization isn’t a new concept for marketers. But it still isn’t always easy, even as most of the best B2B marketing ideas are predominantly digital. Unless you’re thinking outside the box, as Upwork did, it pays to make sure your B2B marketing platform is capable of simple, scalable personalization.

Click to read Demystifying the psychology of attention | Turtl

 

3. Slack – “So yeah, we tried Slack…”

Riding the coattails of popular sitcoms like The Office and Parks and Recreation, Slack created this funny, mockumentary-style video ad to show exactly why they’re better than other forms of professional communication.

The video follows the company Sandwich Video, one of Slack’s real customers, as they introduce Slack to their office – technically, making it a testimonial-packed case study and a genuinely entertaining piece of media.

What makes this B2B marketing campaign work?

B2B marketing ideas to take away: you’re allowed to be fun

Injecting some fun into your B2B marketing campaign is no bad thing. Studies have found humor in marketing builds persuasion and influences a positive brand experience.

More and more businesses are attempting to make their B2B adverts entertaining, but Slack found the perfect balance, even managing to squeeze a long list of integrations into their advert.

The communications your business produces play a big role in establishing your reputation externally and, as Slack’s video points out, can impact company culture internally too.

4. General Electric – “What matters”

One thing many B2B companies struggle with is getting audiences to care. Even if the product or service they sell is widely-used or an essential tool, they often don’t actively view it as beneficial to their lives.

So, GE played up to this. They created an ad that uses short but powerfully told stories to acknowledge that, while people and businesses care more about their own existence than what this company does, the service GE provides is important – and they want customers and other businesses to know this.

What makes this B2B marketing campaign work?

  • Effective brand storytelling
  • Awareness of reputation
  • Use of statistics
  • Human/audience-centric

B2B marketing ideas to take away: emotions are important

Responding to stories is something we all do instinctively as humans. Well-structured, well-told stories connect storytellers and audiences and trigger chemical reactions that make both parties more likely to influence each other.

B2B marketers that can capitalize on this, and create marketing collateral that plays into the fact that B2B decisions are emotional decisions will have a real advantage when it comes to convincing audiences to choose them.

It becomes very important for storytelling marketers to choose a content platform that captures attention and drives engagement.

Read our free guide on the psychology of attention for marketers

Click to read Demystifying the psychology of attention | Turtl

5. Airbnb – Become a host

Airbnb understands that the businesses they are marketing to are unconventional. The audience they’re trying to engage might not even be considered businesses by some – they’re homeowners! But if this dive into the best B2B marketing campaign examples have taught us anything, it’s that non-conformism is often the key to success.

In its campaign to turn homes into businesses, Airbnb keeps its messaging simple. They understand this particular business decision is a personal one. This B2B marketing campaign speaks to these psychological drivers, appealing to hearts before minds, leading with visuals, and keeping copy light.

The image-first approach captures attention quickly and encourages those curious enough to find out more for themselves. Statistics, details, and compelling arguments are reserved for content that supports the main campaign.

What makes this B2B marketing campaign work?

  • Visual first format
  • Target personal pain points
  • Focus on story-led benefits for their audience
  • Encourages exploration of more detail

B2B marketing ideas to take away: focus on your visuals

The best B2B campaign ideas don’t try to do too much, too quickly. Remember that your top-of-funnel content doesn’t have to contain your whole pitch; it just needs to create intrigue and make your audience want to find out more.

Creating intrigue is something that imagery is perfectly suited to, especially when balanced with the right copy. For campaigns beyond the world of bespoke ads, a visually focused content platform will grab your audience’s attention.

6. Canva – Canva Create

Canva create social media post. It says "Making Canva Create magic with Jimmy" and features a man in a crown looking happy.

Launched to encourage people into the design tool and encourage them to share their efforts, a million people signed up for the inaugural launch of Canva Create in September 2018. Every year up until 2022, a million more have joined – meaning a staggering 5 million people were actively involved in the campaign at its peak. According to Canva (and Google Bard), the #CanvaCreate hashtag has been used over 100 million times by participants.

What makes this B2B marketing campaign work?

  • User-generated content at its finest
  • Gets people into the tool, fast
  • Directed at an audience who love sharing across socials

B2B marketing ideas to take away: Cohesive content marketing that maxes momentum

Having built up steam, the campaign was brought forward to March in 2023 and used its five-year momentum to announce a batch of product updates. A glitzy live online reveal hosted by CEO Melanie Perkins kicked off a content marketing plan that showcased Canva’s latest releases with flamboyant socials, great copy, and a well-oiled hashtag.

Todays most influential kind of marketing comes directly from people. User-generated content pulls psychological triggers building trust, advocacy, FOMO, desire – the list goes on.

Click to read Demystifying the psychology of attention | Turtl

7. Mailchimp + VICE Media – Second Act

This video campaign forms part of Mailchimp’s Series collection which focuses on humanizing the brand with storytelling. A musician takes the starring role, narrating his dreams and aspirations and how he overcame the struggle to come out, through discovering a welcoming LGBTQ+ community rooted in music.

What makes this B2B marketing campaign work? 

  • Powerful human-centric storytelling
  • Aligns the brands with societal awareness
  • A feel-good factor of 10/10

B2B marketing ideas to take away: Humanizing content from a brand that’s not afraid to experiment

Mailchimp has Smart Living and Films sections on its website, showing the brand’s willingness to try unexpected content; Vice Media is well-known for immersive and edgy publishing. Most B2B marketers stick to tried and tested campaign formulas but sometimes it pays to develop ideas that nobody else dares.

By capturing relatable human struggles and triumphs, each story’s hero pulls us into the narrative – and closer to the brands. The partnership means resources are split between the brands for better results and reach.

The Turtl Takeaway: Our free guide on the psychology of attention for marketers

Click to read Demystifying the psychology of attention | Turtl


Successful brands know how to position their product or services. They also have marketing teams who deliver agile B2B content marketing operations that can quickly iterate on failures or successes.

The Turtl format gives marketing teams the opportunity to implement the difference-makers we identified here with the additional benefit of being able to track exactly how campaign content is performing.

The best B2B marketing campaigns are backed up by longer-form content that steers audiences through the marketing funnel and toward conversion. In just the same ways, these should also:

  • Personalize – add eye-catching personalization to your B2B marketing collateral
  • 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
  • Analyze endlessly – Explore precisely how each element of your marketing collateral is performing, and understand how to improve

More learning:
Find out how to align a content marketing strategy to business goals and growth
Run a digital newsletter journey that gets big reads

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