This collection of 2015 B2B case studies focuses on how B2B companies are learning to use content marketing and social media.
While many B2B companies have had difficulties adapting to content marketing and social media marketing, others have been making headway and significant progress.
Here are some of the best 2015 B2B case studies that show exactly how businesses are coping with the evolving digital landscape.
Screwfix is a great example of a company in a “boring” industry that uses humor and B2C-style marketing to engage its audience.
The company, a massive online hardware store, decided to amp up its Facebook marketing with memes and jokes, while its Twitter feed focused mostly on daily deals and sales. After a few years of this strategy, the company managed to build up a Facebook fan base of 75,000 users and a Twitter following of 16,000 tweeters.
This year, Screwfix’s marketing programs continue to be successful, pushing ahead of competitor B&Q’s sales, earning the sponsorship of the England football team’s ITV coverage, and more.
Maersk, a Danish shipping company, boasts 1.5 million Facebook fans and 12,000 Twitter followers, plus several other active social media accounts. The company originally started its campaign in 2011 in order to raise brand awareness, and a year later it began to successfully use Facebook as a lead generation tool.
Maersk has adapted well to the social media environment, so much so that one study claimed Maersk came in second to Lego in terms of Facebook engagement.
In 2015, Maersk continues to beat forecasts, even in a tough market. Their social media and content marketing strategies continue to rely heavily on gorgeous visuals, which is proving to be very successful in a world that devours visual images.
Xerox created a campaign called “Get Optimistic,” that targeted 30 top accounts. In conjunction with Forbes, Xerox created a magazine that offered business tips and advice.
The result was an increase in email readership of 300-400%, 20,000 new contacts, over 1,000 appointments, and over $1 billion in revenue.
In 2015, Xerox continues its content marketing campaign with its online magazine, Real Business. The company’s Marketing VP, Jeanine Rossignol, claims that content marketing isn’t a separate marketing discipline or program, but “an integral component of every aspect of marketing.”
Cisco always has its eye to the future, so it’s no surprise this tech company is engaged in social media and content marketing. Five years ago, Cisco decided to flex its social muscles by launching a new router exclusively via social media. It saved $100,000 in the process.
In 2015, Cisco continues to be a leader in the social media and content marketing spaces. Their social media presence is as strong as ever: they have 700,000 Facebook fans and 435,000 Twitter fans.
IBM began a social selling program that tuned into relevant conversations on social media and focused on nurturing leads and driving sales online. The campaign resulted in 400% in sales.
In 2015, IBM announced that it would team up with Facebook to offer its own customer base access to Facebook’s ad capabilities, such as Custom Audiences. Combined with IBM’s Journey Analytics tool, customers would be able to gain deep insight into consumer engagement and behavior.
6. Fisher Tank
This company produces giant, steel-welded tanks. For the majority of its 60-year history, Fisher Tank has generated sales through cold calls and referrals. But its foray into content marketing, such as blog articles and downloadable content, was quite successful: social media traffic increased by 4800%, lead conversions by 3900%, and quote requests by 500%.
Though its social media program is practically nonexistent compared to other companies mentioned here, they still produce content on their website that offers insights and information to prospects.
ShipServ is a well-known case study in social media circles. This online maritime marketplace provides its clients with tools to improve shipping efficiency and communication between industry buyers and sellers. After a multi-pronged campaign that included a quarterly content plan, a blog, a renovated website, a series of white papers, and more, the company earned back its marketing investment in 3 months.
In 2015, the company continues to see success with its social media campaigns, its blog, and its content marketing agenda. Last year, a record $2.5 billion was transacted through the company’s systems, but this year they expect to see that number exceed $3 billion.
These success stories clearly demonstrate that B2B companies can earn big returns and gain significant leverage with the proper use of social media and content marketing strategies. From Screwfix’s humorous memes to Fisher Tank’s tried-and-true downloadable content, it’s clear that the right strategy can help a company gain a significant competitive edge in the marketplace.a