Five inspiring B2B content marketing examples

When embarking on your content marketing journey – whether you’re developing your strategy, or just starting to dabble in content creation - it’s always good to look around to see who’s doing it well.

{Remember, though that having a documented content strategy really is the best practice approach (we’ll talk about the key elements of a content strategy in a future blog). Get in touch if you don’t know where to start, or read about our content strategy program.} 

To save you hours of research, here is our pick of some good examples of content marketing for you to look at, with links so you can read more.

1. Optum generates 9 million impressions through multi-channel content effort

In an effort to educate the market on the importance of healthcare analytics – and transform the internal marketing focus - the marketing team at Optum launched a multi-channel content marketing campaign, led by their new Marketing VP Karen Thomas-Smith.

Through research, persona-building and "reimagining" content, Optum’s gated content generated over 8,500 downloads and the team produced over 1,000 pieces of unique content in 18 months.

Find out how this award-winning Marketer turned her company’s marketing from away from what she refers to as "one and done" marketing techniques into long-term, sustainable programs.

Read the B2B Content Case Study.

2. GE dubbed “the most exciting boring brand” through their content marketing

Can you make a “boring” brand exciting? GE shows that you can. Through their content and social media activity, they created a range of "humanized" content that gave consumers reasons to care about their brand. They did this by covering topics people care about – not necessarily about their brand but what their brand does - and then shared the content across channels they knew their customers engaged with.

One of the key aspects that distinctly differentiates their successful content strategy was (and still is), their alignment with real-time marketing across various social media platforms.

Linda Boff, Executive Director of Global Brand Marketing, said, “Real-time marketing is the ability in near real time to produce a response through content, experiences or service to a live event or customer event that delights your audience or customer into engaging with your brand around a shared moment.”

Find out how GE continues to have success through their content.

3. How Xerox used premium content to get past the gatekeeper and stand out from the crowd

Jeannine Rossignol, VP-marketing communications at Xerox was faced with some big challenges: standing out in the crowded IT solutions space and getting past administrative assistants who serve as gatekeepers to senior-level executives.

The “Get Optimistic” campaign with its tailored Chief Optimist magazine, aimed to reorient the conversation, focusing not on problems but on clients who had solved those problems and the mindset that had helped them succeed. The company wanted those stories to serve as conversation starters for sales representatives, who were trying to build relationships with prospective clients and offer something of value during their conversations.

Find out how the “Get Optimistic” campaign has led to more than 1,500 sales appointments that have generated more than $1 billion in a pipeline.

4. IntelliResponse gained 100% increase in leads generated through their website in 12 months

Since beginning its journey into content marketing, IntelliResponse's strategy has evolved to engage prospects through the sales process at the most opportune time.

By developing a mix of content to help prospective companies – some of which may not have even realised they have a problem yet - and by developing more late-stage content to help potential clients feel comfortable with what IntelliResponse can do and the impact the software has, the team had a 100% increase in leads generated through the site in the past year.

Tim Peters, Director of Marketing, IntelliResponse said “You know, content marketing works. You need to be providing informative content relevant to your target buyer, and you need to tie that to where they are in the sales cycle.”

Read more about how IntelliResponse used content at different buyer journey stages to generate leads.

5. Logicalis used an account-focused content approach to close nearly $8m in new pipeline business

Logicalis used a mix of content (emails, e-book, blogs, microsite) centered around thought leadership to help build up its HP sales pipeline among existing contacts.

The marketing department worked closely with the sales team to build personalised messages to 2000 prospective customers with some fantastic results in open rates as well as closed business.

This targeted and collaborative approach meant they could get very granular with their messaging, ensuring it hit the mark with the right people.

See how content marketing principles can be applied to grow existing accounts, not just to acquire new customers.

These are just five examples of content marketing - done well - supporting sales and business objectives. There are many others out there and we know that the common themes that emerge are around a documented strategy, a targeted approach, consistent conversations and getting your whole team involved. Do you have favourite case studies that inspire you or even your own success stories? Get in touch, we’d love to hear from you and continue the conversation.


"Vision without execution is just hallucination."

- Henry Ford