B2B marketing campaign example [Roadmap].

4 min read
Apr 29, 2024 2:41:25 PM
How can you create and set up a successful marketing campaign? What marketing components make it successful and what should you definitely not forget when setting up your B2B campaign? To help you, we have developed a marketing campaign example, from the inbound marketing mindset, that answers these questions.


B2B marketing campaign example

A marketing campaign consists of:

  • A relevant content offer
  • A conversion-oriented landing page
  • A friendly thank you page where you are enticed to take more actions
  • An attractive blog article with a sharp triggering call-to-action
  • A wide distribution of your message on channels where your potential leads are located
  • Comprehensive insight to analyze your campaign and goals

To get you started, we have detailed these success components of a B2B marketing campaign for you in a roadmap. But before you get started enthusiastically, it is important that you have a clear idea of who your ideal customer for this campaign is. This will give you insight into your customer's behavior, wishes, challenges and pain points, and allow you to fully tailor the campaign to your key target group.

Do you have your buyer persona in focus? Then follow the steps below from top to bottom for the right approach and count on success!

Het proces waarin een onbekende in aanraking komt met contentoffers en op die manier door een funnel wordt geconverteerd naar klant

Step 1: Relevant content offer

Create a relevant content offer that aligns with the needs and issues from your ideal customer. In other words: your buyer persona. Think of a white paper, receive blog articles by email, an e-book or free telephone consultation. Preferably, your content offering should be available digitally, which makes the content shareable and also saves you a lot of money on printing and postage.

Step 2: Landing page with form

Create a landing page where you can request the content offer. Describe what to expect in the content offer and write this in line with the promise you describe in the call-to-action. Avoid distractions on the page, for example in the form of a menu: make sure the focus is on filling out the form.

The lead needs to leave their data in a form to request the content offer. Match the amount of data you ask for to the value of the offer you are offering. For a newsletter you ask for name and e-mail address, for a white paper you additionally ask for his function, website and company. For an appointment, you can ask for even more data, such as phone number.

Step 3: Thank you page and confirmation email

After filling out the form you show a thank you page in which you offer the content. With social media share buttons you offer the possibility to let friends or colleagues download the same offer. The link you share is obviously the landing page and not the thank you page.

On the thank you page you have the opportunity to entice the lead to view the next content offer. This way you can keep the interest even longer.

Additionally, send a confirmation e-mail to the lead where the content offer is offered again and in which you promote other content offers. This way, the lead can quietly recall or forward everything again.

Step 4: Write blog(s) and CTAs

Write 1 or more blog articles, relevant to the content offer, and write them around keywords that match your buyer persona's search query. By proper keyword selection and incorporating multiple keywords into your blog article, you optimize SEO and get found through search engines. It may take several weeks, so don't expect immediate results. Incorporate your keywords up to 5 times in the page title, your meta description, headlines and in the body text. To find keywords that can actually generate traffic, you can use Google Adwords' keyword tool.

By adding CTAs (call-to-actions) to your blog article, in context with your article, you entice the reader to go to the landing page to take action here. Write your article excitingly and do not disclose all the information so that the reader is also interested enough to download the content offer.

Step 5: Social media activation and social sharing

Promote your blog articles through social media channels after publication to get an immediate boost in visitors. Match the message of your social media post to the channel. Keep the tone more formal on LinkedIn than on Facebook, for example. The title and photo you share should make people curious.

Always offer a possibility, in all your online expressions, to share the content through social media channels. So on your blog article, landing page, email and thank you page.

Step 6: E-mail activation

Want to reach a larger audience? Then do an email activation. Segment your CRM contacts and determine which audience is related to the topic of your blog or content offer. Also in your e-mail, entice your existing contacts to move on to action. With e-mail you have to provide a catchy subject and a triggering preview text so the e-mail will be opened. The intro should be catchy and call-to-actions should generate clicks.

Not sure about sending your mailing? Then try out 2 variants on 2 limited lists of 50 - 100 people. The best variant (most opened, most clicked) you send to the rest of the list.

Step 7: Measure and analyze

Always make sure that all marketing components can be measured. The most important are: number of visitors, through which online channel they come (google, social media, external website), through which searches you are found and the number of leads obtained. This information gives you an overall view of the success of your campaign.

Got enough inspiration for your B2B marketing campaign? Good luck!

Would you like to gain insight into the goals, desires and pain points of potential buyers and users by creating a buyer persona? And using it to make informed decisions regarding your marketing campaign? And ensuring the right person, at the right time, gets the right offer? Download the white paper or create your own buyer persona right away!


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