B2B Brands Examples

B2B (business-to-business) brands focus on selling products or services to other businesses rather than individual consumers. Many of these companies operate in niches like technology, manufacturing, marketing, or logistics, but their marketing campaigns are just as creative and impactful as their B2C counterparts. Here are 20 examples of top B2B brands and their effective marketing strategies.

1. Slack

Slack is a workplace communication tool that simplifies team collaboration.

• Campaign Example: Slack’s “So Yeah, We Tried Slack…” campaign focuses on testimonials from real companies showing how Slack transformed their communication. Their ads emphasize real-life efficiency improvements in workflow.

2. HubSpot

HubSpot is a leading marketing, sales, and customer service platform.

• Campaign Example: HubSpot's marketing is content-driven, focusing heavily on educating its audience with blogs, eBooks, and webinars. Their "Not Another State of Marketing Report" ad campaign used data-rich infographics and video content to attract marketers.

3. Salesforce

Salesforce is a customer relationship management (CRM) software provider.

• Campaign Example: Salesforce’s "We Bring Companies and Customers Together" campaign focuses on the human side of CRM, showing how their solutions improve customer relations and drive business growth.

4. Mailchimp

Mailchimp is an email marketing and automation platform.

• Campaign Example: Mailchimp’s "Look Who’s in Mailchimp" campaign highlighted businesses using its services through quirky and fun animations, keeping its tone approachable and relatable for SMBs.

5. IBM

IBM is a global leader in IT services and AI solutions.

• Campaign Example: IBM’s “Let’s Create” campaign focuses on AI and cloud innovation, showcasing how their technology helps businesses innovate and solve real-world problems.

6. Shopify

Shopify offers eCommerce solutions for businesses of all sizes.

• Campaign Example: Shopify’s "Let’s Make You a Business" campaign focuses on the platform's ability to help anyone launch their eCommerce business quickly, using case studies from real entrepreneurs.

7. LinkedIn

LinkedIn is a professional networking site and a B2B marketing platform.

• Campaign Example: LinkedIn’s “In It Together” campaign uses real professionals to highlight how the platform enables business growth through networking, hiring, and thought leadership content.

8. Adobe

Adobe provides creative and marketing software solutions.

• Campaign Example: Adobe’s “Creativity for All” campaign, which focused on businesses, highlights how their tools empower companies to innovate in their marketing, design, and content creation processes.

9. Microsoft

Microsoft is a leader in enterprise software and cloud computing.

• Campaign Example: Microsoft’s “Empowering Us All” campaign focuses on how its cloud and productivity tools help organizations improve efficiency and foster innovation.

10. Google Cloud

Google Cloud provides scalable cloud computing solutions for businesses.

• Campaign Example: Google Cloud’s "What’s Next for You" campaign highlights how businesses use Google Cloud to modernize their operations, leveraging big data and AI.

11. Trello

Trello is a project management tool designed for team collaboration.

• Campaign Example: Trello’s “Get Trello to Get Things Done” campaign highlights how the tool helps companies manage tasks effectively and improve team collaboration, showcasing simple and visual workflows.

12. Monday.com

Monday.com is a work operating system that helps teams manage projects and workflows.

• Campaign Example: Monday.com’s "Work Without Limits" campaign showcases its platform’s flexibility, helping businesses of all sizes manage their processes with custom workflows and real-time collaboration.

13. Xero

Xero provides cloud-based accounting software for small businesses.

• Campaign Example: Xero’s “Do Beautiful Business” campaign focuses on the simplicity and elegance of its financial tools, empowering businesses to manage their accounts and payroll with ease.

14. Asana

Asana is a project management tool that helps teams organize and track their work.

• Campaign Example: Asana’s "Because Teamwork Is Hard" campaign uses humor to demonstrate how its tool simplifies team collaboration, showcasing how disorganized workflows can be transformed into streamlined processes.

15. Canva

Canva is a graphic design platform that allows businesses to create custom visual content.

• Campaign Example: Canva’s “Design Anything” campaign showcases how businesses can create high-quality designs without professional expertise, empowering small teams to produce professional-grade visuals quickly.

16. Zendesk

Zendesk provides customer service and engagement software.

• Campaign Example: Zendesk’s “Champions of Customer Service” campaign focuses on how their platform helps businesses deliver exceptional customer support and build stronger relationships with customers.

17. Squarespace

Squarespace is a website building platform used by individuals and businesses.

• Campaign Example: Squarespace’s "Make It Real" campaign highlights businesses that have used the platform to create professional websites, emphasizing the ease of use and the professional design capabilities.

18. Dropbox Business

Dropbox Business offers file storage and collaboration solutions for companies.

• Campaign Example: Dropbox’s "Keep Your Team Flowing" campaign emphasizes the importance of seamless collaboration, showcasing how its platform helps distributed teams work together more efficiently.

19. Intercom

Intercom is a customer messaging platform that helps businesses communicate with customers.

• Campaign Example: Intercom’s "Conversational Support" campaign showcases the power of live chat and automated messaging in improving customer support experiences and driving business growth.

20. Marketo

Marketo is a marketing automation platform aimed at driving engagement.

• Campaign Example: Marketo’s “Marketing Nation” campaign uses thought leadership and case studies to show how their tools help businesses improve customer engagement and lead generation through personalized marketing efforts.

B2B Brands

Each of these B2B brands demonstrates how creative, engaging, and insightful marketing campaigns can successfully attract and retain other businesses as clients. Whether it’s through thought leadership, customer case studies, or innovative ad campaigns, B2B companies have proven that effective marketing strategies can resonate deeply with their target audience and drive significant growth.