There is a common misconception about B2B marketing: it’s often perceived as boring, because not primarily aimed to capture the attention of the general public. On the marketers’ side, many are those who see B2B marketing as more elaborate and sophisticated than its B2C version. They mention the difficulty to find out marketing actions aimed at other businesses, due to the complexity of their product, the market and a higher price. Their main challenges: generate leads, improve their brand awareness and build a long-term relationship with their customers.
How to set up marketing actions that respond to these challenges while being creative, engaging and personalised? Use interactive content!
Unlike passive content, interactive content requires the active participation of your potential customers and increases their engagement by rewarding their collaboration. With the quiz, the personality test or the contest, prospects quickly interact with the content they’re most interested in, and you can get to know them and create a dialogue with them.
In this article, we will show you that B2B campaigns are no longer boring, thanks to interactive content. Here are some of our favourite B2B campaigns created with the Qualifio platform.
1. Engage your partners with animated games like Royal Caribbean
Royal Caribbean is a global cruise brand.
To engage its distribution partners, travel agencies, and “educate” them about the services included in the price of its cruises, Royal Caribbean imagined a big contest in three parts. To participate and try to win an all-inclusive trip to Barcelona, travel agencies were invited to take part in 3 different games: two quizzes and a memory about Royal Caribbean destinations. Every month for three months, a new game was launched encouraging agencies to come back to the company’s channels to discover it and participate. A great way to build partners’ loyalty!
2. Attract new partners with a personality test like Nescafé
Nescafé is an instant coffee brand owned by the Nestlé Group.
To attract new partners originally, Nescafé created a personality test “What is the right coffee for your organisation?” on a dedicated mini-site. Companies were invited to take part in the test to discover the coffee that suits them the best and try to win a tasting of the coffee in question. To see the corresponding coffee and validate their participation, participants had to fill out a form with their contact details. They were also asked if they agreed to be contacted by a Nestlé professional.
3. Partner with a media to collect more leads
CASE #1: Infopro Digital
Infopro Digital is the leader in B2B information and services. The group offers its customers multimedia products and solutions: software, trade shows, databases, digital solutions, lead generation, analysis & insight, events and training.
For its customer Cougnaud Construction* who wanted to collect leads through the new edition of it magazine, Infopro Digital proposed to create a collection form. The form, published on a dedicated mini-site and accessible through Infopro website, was inviting users to leave their contact details (first name, last name, email, function, company, etc.) to download Cougnaud magazine. Users were informed that the information collected through the form were then transmitted to Cougnaud for commercial prospecting purposes.
*Leader in industrialised modular construction for professional buildings.
CASE #2: Persgroep
Persgroep is a Dutch-speaking Belgian press group, active in the Netherlands, Belgium and Denmark. In Belgium, it owns popular dailies and magazines, including the daily newspaper Het Laatste Nieuws.
For the awareness campaign “Vlaanderen is ondernemen” launched by the Flemish government for entrepreneurs, Persgroep ad sales team proposed to create a personality test. The test entitled “What type of entrepreneur are you?” was published on a dedicated mini-site accessible via Het Laatste Nieuws website and the official website of the Flemish government Vlaanderen.be. After answering a dozen questions, participants were discovering their corresponding profile, followed by a call to action (CTA), encouraging them to discover workshops, training and other opportunities to start their business. Another CTA also encouraged them to share the test and their profile on their social networks. The idea was to draw attention to a rather serious subject in a playful and interactive way.
4. Educate your partners with a contest like Solar Screen
Solar Screen is the European leader in the distribution of adhesive films for windows and furniture.
Solar Screen wanted to offer its partners, retailers, the opportunity to win a technical training worth 500€ in Paris. To do so, the company imagined a contest on its Facebook page in which participants had to answer a quiz on adhesive films to be taken into account in the draw. After filling out the form with their contact details, participants were invited to share the contest on their social networks to win an extra chance in the draw.
5. Keep your employees engaged with the photo contest like Banque Populaire and Crédit Agricole
CASE #1: Banque populaire
Banque Populaire is a French group of cooperative banks.
One of its regional banks asked its employees to submit their suggestions around the development of the next strategic plan. Employees could share ideas around three topics: customer relationship, cooperative spirit, or innovation. To encourage creativity, the bank chose a photo contest format: employees with a suggestion had to illustrate it, and send a short description visually. Later, collaborators were asked to vote for the brightest idea. Among those having received the most votes, the project committee selected three ideas to be presented in the internal journal. It’s an excellent way to draw on its employees’ knowledge and ideas to improve its business and be innovative.
CASE #2: Crédit Agricole
Crédit Agricole is a French cooperative and mutualist bank, open to private and corporate customers.
Along the same lines, French banking group Crédit Agricole opted for a simple way to engage its employees. On the occasion of the European Heritage Days, it organised a quiz for its employees. There were 30 duo tickets for a visit to the Royal Palace. Plus, winners could visit this institution without waiting in line! To enter the contest, participants first had to answer a short quiz of 3 questions about the Royal Palace and select the day they wanted to do the tour. The winners were randomly selected from the correct answers
Other ideas for interactive B2B marketing campaigns:
- A customer satisfaction survey;
- An interactive landing page (with a video, a game or a form) optimised for conversion;
- A poll or vote to know customer’s product expectations.
Last tip for the road: don’t forget to boost your campaign online
According to a study conducted by the Content Marketing Institute, LinkedIn is the most used social network in B2B in 2018. It is closely followed by Twitter and Facebook, which allow being closer to the public.
Share your campaign on your company’s social networks and create sponsored posts and ads on Linkedin and/or Facebook. It’s an effective way to increase impressions on your campaign outside your online community and to get more engagement.
Want to learn more about interactive marketing campaigns in the B2B sector? Get in touch with us!