8 B2B Marketing Campaign Ideas to Boost Sales

8 B2B marketing campaign ideas that can help boost sales and customer engagement.

With B2B marketing, you’re under constant pressure to come up with campaign ideas that will resonate with your target audience. But this doesn’t mean you have to reinvent the wheel. 

There are multiple tried-and-true methods for generating more revenue for your B2B business, which you can then tailor to suit your own goals. The two main points to remember are: campaigns should be centered on solving a pain point for your customers, and the right message should be delivered on the right channel. 

Let’s dive into our 8 B2B marketing campaign ideas to boost sales. 

1. Create SEO content targeted to your ideal customer

SEO content helps your business rank on search engine results pages for relevant keywords. It’s a great vehicle for reaching customers because it’s organic (i.e. you’re not paying money for the visibility), and it offers information that your customers are actively interested in. 

In one study of over 4 million Google search results, it was found that the first result is 10x more likely to be clicked than an entry listed in the #10 spot. (In fact, only .63% of searchers even bothered to click on a result from the second page.) 

SEO is fantastic for generating more traffic to your website, increasing brand awareness, and ushering users into your funnel. To get started with SEO, do your keyword research to understand which terms are relevant to your business (and are most actively searched for by prospects). Tools like Semrush and Ahrefs can help you find the right terms to focus on for content creation, while resources like Clearscope can help you further optimize content to ensure a higher ranking. 

You can learn more about building out an SEO strategy (and securing some quick wins) here. 

2. Use email marketing campaigns

According to HubSpot, 95% of B2B marketers say their email marketing strategy was effective in helping them meet business goals in 2021. There are several reasons for this: 

  1. It’s more direct than other channels. Email marketing puts you right in your potential customers’ inboxes, increasing the chances that they will purchase your product or service. 

  2. It allows for more personalization. You can tailor your greeting, subject line, CTA, and marketing messaging to the customer’s preferences. 

  3. It allows for segmentation. You can target specific customer segments with content, offers, and promotions each group will find relevant based on previous interactions with your company. 

To launch a successful email campaign, first, determine your audience segment and offer. Different customers will want different things from you – if someone has already subscribed to the second tier of your software, an email with a 50% deal on the first tier will be of no use to them. However, a discount for customers who are subscribed to the free version enticing them to upgrade makes more sense. 

You also need to define the duration of the campaign – “50% off all paid plans between November 1 and November 30” creates a sense of urgency for the target audience, and nudges customers to take action. 

Once the email campaign ends, track its ROI so you can know how well it performed and what you need to improve on. 

You can also use automation to help scale email campaigns – here’s how

3. Create high-quality landing pages for your product

The average conversion rate for landing pages across all industries, including B2B, is 9.7%. This means that, typically, 1 in every 10 people who visit a landing page will convert. 

To help drive conversions, your landing pages should:

  1. Feature a clear call to action 

  2. Focus on the benefits of your product and how it solves the audience’s problems (not just listing features)

  3. Include social proof like customer testimonials to build consumer trust 

UserGems, a software company that helps sales and marketing teams keep an updated and qualified pipeline, is a great example of a B2B brand with high-quality landing pages. The landing page for their “contact tracking” product, for example, starts with an eye-catching headline and sub-headline that explain UserGems’ unique selling point. It goes on to list the key benefits of the product, including impactful statistics, as well as images that explain how UserGems solves the audience’s problems. The landing page concludes with testimonials and logos from key customers, including Lattice and Gong, for social proof. 

User-Gems-LP-Example

An example of UserGems’ landing page

You can also personalize landing pages in real time based on visitor’s traits, behavior, purchase histories and more. Learn how with this recipe. 

4. Utilize live chat on your website

One survey found that 79% of businesses say having live chat on their website has helped them boost sales and revenue, as well as increase customer loyalty. 

Live chat enables you to communicate with your B2B prospects in real time.. This instant form of communication allows you to directly address any questions a prospect or customer may have, and to personalize recommendations based on the information they provide. As a result, live chat has the ability to reduce bounce rates, improve customer satisfaction, and even strategically upsell or cross-sell customers. 

conversations-api

Learn more about adding chat to your app or website with Twilio. 

5. Use targeted ad buys on social media

Gartner research reveals that “40% of B2B buyers use social media to help inform their purchasing decisions.” While an organic social media presence is expected from companies in today’s digital environment, paid ads have the potential to be game-changers and help you reach a bigger audience. It’s no surprise then that social media ad spend has more than doubled in the past five years. 

The key to successful paid ad campaigns on social media is to be smart about where you put your money. Choose the platforms where your target audience hangs out more frequently. For example, TikTok may be extremely popular – especially with a younger demographic – but would a video about your product resonate on this platform compared to a channel like LinkedIn?

When creating paid ads, make sure you:

  1. Adhere to the platform’s ad specifications, like banner dimensions, image and video sizes, and file format. 

  2. Define your target audience to optimize ad spend (and leverage lookalike audiences to reach well-suited prospects). 

  3. Have a clear call to action.

  4. Experiment! Try testing everything from copy to images vs. videos, to understand what types of ads resonate most with your audience (and on which channels). 

6. Create podcasts with information valuable to your target customer

35% of LinkedIn users listen to podcasts. A podcast is a solid strategy to showcase your company’s expertise, build authority, and tap into that wealth of potential customers. It also helps you gain “share of mind” with your target audience so that your product is the first thing they think about when they need to solve a problem.

Here’s how you can get started in five simple steps: 

  1. Brainstorm your topics. They should be relevant to industry conversations and your target audience’s pain points, so you can gain that coveted “share of mind.” 

  2. Decide on your podcast structure. It can be host only, host + guest, or a mix of both formats. 

  3. Record your podcast with audio and video tools like Zoom or Google Meet or native podcasting apps like Anchor. 

  4. Promote your podcast by sharing details on your social media platforms and industry-specific communities and in your company newsletters. If you feature guests, encourage them to promote the episode in which they make an appearance, so you can get access to their audience.

  5. Encourage listeners to share their learnings and feedback publicly on social media to generate more awareness. 

Sales enablement platform Gong hosts a weekly revenue intelligence podcast. They interview industry experts to help their audience learn more about building high-performing sales teams – and it currently ranks among the top 1% of podcasts globally. 

Event sponsorships help you build brand awareness, connect with potential customers, and generate leads for your business. But don’t just go around offering to sponsor any and every event that comes your way. Follow the same principle as with every other strategy – put your money where your audience is.

Start by researching industry-specific events. A good way to figure out if an event is worth your company’s investment is by looking at previous years’ keynote speakers and sessions. If they’re relevant people in the industry and the talks cover topics your audience would be interested in, the event is a good choice. 

Once you find an event your company is interested in sponsoring, connect with the organizers. You can find their contact information on the event website or, alternatively, search for them on social media platforms like LinkedIn. Event organizers typically have sponsorship packages that you can purchase directly. Depending on the event, sponsorship packages come with several benefits, such as: 

  1. Access to a booth at the event where you can advertise your services and network with potential buyers

  2. Brand features in the event’s promotional materials 

  3. The opportunity to speak at the event

A TopRank Marketing report shows that 86% of B2B brands are successful in their use of influencer marketing to boost brand awareness and directly increase sales. 

Contact influencer marketing agencies to find B2B influencers in your niche. These agencies have influencer directories and can put you in touch with the right fit for your needs. You can also search for influencers on social media using relevant industry hashtags. Say you’re a revenue intelligence platform; you can search for #revenueintelligence on LinkedIn to know who is talking about it. 

Look beyond the number of followers the influencer has and, instead, focus on the trust they’ve earned from their audience and how their audience engages them. 

Twilio Engage can help you create data-driven B2B marketing campaigns 

Successful marketing campaigns aren’t built by luck. Instead, they’re based on data. 

With Twilio Engage, marketers are able to consolidate customer data in real time, creating unified user profiles that show how (and where) people are interacting with your business. Engage is equipped with native SMS and email, along with over 400 out-of-the-box integrations, so marketers can activate customer data on any channel, and provide a continuous customer experience at scale. 

Learn more about Twilio Engage here. 


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