Campaign Building Blocks – Part 3: B2B Success (

When we first think of brand campaigns, what immediately comes to mind are all the greats. You know the ones. Got Milk. Just Do It. But there have been some great B2B campaigns, too. Remember Staples’ That Was Easy? So simple it was brilliant. It tied Staples directly to the solution, and everyone from CEOs to summer interns had one on their desk. B2B marketers can and should consider campaigns as powerful tools in their arsenal. If done well, they build brand awareness; they can galvanize all your marketing channels around a specific hook, idea and goal; and provide the steady drumbeat of a consistent message to the right audience. To that end, the building blocks of a successful B2B campaign follow the same tenets as a B2C campaign. But there are some considerations to keep in mind when developing a campaign for a business audience.
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