Most B2B marketing looks the same—and that’s exactly the problem.
In a digital-first world where 67% of the buyer journey happens before a sales conversation ever starts, B2B brands can’t rely on generic assets or siloed campaigns. They need systems that are strategic, scalable, and built for conversion across every touchpoint.
At Vidico, we’ve helped tech companies like TikTok, Square, and Spotify reimagine their B2B marketing through scalable video and design systems. With over 1,200 projects delivered, we’ve seen firsthand how a systems-based creative strategy drives more qualified leads, builds brand authority, and delivers performance, without the creative chaos.
In this guide, we’ll walk through standout B2B marketing examples that prove effective creative isn’t about doing more—it’s about doing it right, consistently.
Content
What is B2B Marketing?
B2B (business-to-business) marketing refers to the strategies and tactics used by one business to promote its products or services to other businesses rather than individual consumers. Unlike business-to-consumer marketing, which targets individuals making personal purchase decisions, B2B marketing involves longer sales cycles, multiple decision makers, and a greater emphasis on ROI and business value.
According to a recent study by Statista, B2B advertising spend in the U.S. amounted to $32 billion in 2022, an increase from $28.9 billion in 2021, and is expected to reach approximately $37.7 billion in 2025. This growth reflects how B2B companies are increasing their marketing efforts as digital marketing becomes increasingly critical for reaching potential customers. [1]
A survey from Statista showed that B2B marketers are decreasing spend in traditional marketing channels while digital marketing investment is projected to increase by nearly 8.77%. This shift emphasizes the growing importance of online marketing approaches, including search engine optimization, paid advertising through Google Ads, and content marketing strategies that drive organic traffic. [2]
The B2B Marketing Process & Funnel
The most effective B2B marketing follows a structured process that aligns with the buyer’s journey:
- Awareness Stage: Potential buyers identify challenges and begin conducting research on potential solutions. At this stage, thought leadership content, educational content, and social media posts help businesses find valuable information.
- Consideration Stage: Business buyers evaluate different options and vendors to address their needs. Case studies, webinars, and detailed content that addresses specific pain points become crucial for moving prospects through the marketing funnel.
- Decision Stage: Decision makers select a solution based on perceived value and fit. Product demos, customer testimonials, and detailed pricing information help facilitate the buying process.
- Retention Stage: Post-purchase relationship building focuses on creating brand loyalty and expansion opportunities through customer success stories and ongoing valuable content.
According to research from Gartner, the typical B2B buying group involves 6-10 decision makers, each armed with 4-5 pieces of information they’ve gathered independently. This complexity necessitates a multi-channel approach that addresses various stakeholders’ concerns across the buyer’s journey. [3]
Watch the Scaling B2B Creative Masterclass for expert insights into creative operations.
Vidico’s Systematic Approach
What sets Vidico apart in the B2B marketing landscape is our systems-based approach to creative production. Rather than creating one-off assets, we build comprehensive frameworks that enable businesses to scale their marketing efforts efficiently while maintaining brand consistency across distribution channels. [4]
With over 600 product launches and 1.4 billion views generated for clients, our methodology has proven effective for tech brands needing to explain complex concepts and scale their marketing program globally. This systematic approach has helped our clients’ marketing teams stay on the same page while efficiently creating content that potential customers find valuable.
5 Outstanding B2B Marketing Examples
1. TikTok’s Asset Bank System
Campaign Overview: TikTok needed to maintain consistent brand positioning while keeping pace with their fast-moving marketing team across global markets.
“Vidico has been an incredible creative agency partner, and we couldn’t be happier with their work. From graphic design and video production to copywriting, they consistently deliver high-quality results—quickly, reliably, and at a fair price.” – Jennah Blau, Global Head of Publisher Development at TikTok
Strategy Implemented: We developed a comprehensive asset bank methodology that enabled TikTok to produce high volumes of visual content while maintaining brand consistency. This systematic approach allowed for the creation of multiple variations for A/B testing and channel optimization.
Key Components:
- Custom motion design language with defined timing, transitions, and visual principles
- Modular component system for efficient creation of new assets
- Cross-format production framework for multi-channel deployment on various social media platforms
Results:
- 10x increase in production speed (from 10x to 160x+ creative assets)
- 80+ designs delivered in just 2.5 months for TikTok Publishers
- 40+ creative video marketing assets produced in multiple formats
- 1M+ organic views generated in 5 days for campaign content
Why It Worked: Instead of creating one-off assets, we built a systematic framework that allowed TikTok’s marketing team to scale their creative production without sacrificing quality or consistency. This approach enabled TikTok to respond quickly to market opportunities while maintaining a cohesive brand expression across all social media channels.
2. Square’s Global Campaign System
Campaign Overview: Square needed to promote their Online Store product following their acquisition of Weebly while maintaining consistent brand identity across diverse global markets.
Strategy Implemented: We created a modular identity system with flexible components adaptable to different cultural contexts and product categories, ensuring Square could expand globally without diluting their brand.
Key Components:
- Mixed-media design framework balancing product features with market profiles
- Consistent brand identity system across animated UI, in-app video, and physical elements
- Framework that showcased core benefits while appealing to multiple target markets
Results:
- Maintained perfect brand consistency
- Improved engagement across landing pages, email campaigns, and digital banners
- Strengthened Square’s position in the e-commerce space globally
Why It Worked: The systems-based approach allowed Square to maintain a consistent global brand while adapting to regional nuances. This excellent marketing example demonstrates how systematic thinking can help marketing leaders achieve both global consistency and local relevance.
3. Airtable’s Feature Visualization System
Campaign Overview: Airtable needed a way to communicate complex concepts to diverse user segments without overwhelming them.
“Research was key when approaching a project for such a bespoke company. We reviewed previous brand videos and assets, as well as current brand guidelines to ensure the video remained bespoke yet closely branded.” Erin Dayley, Animation Producer
Strategy Implemented: We developed a set of product tour videos that served as templates for Airtable’s future projects, creating a sustainable system for ongoing product communication.
Key Components:
- Five product walkthrough videos with clear UI abstraction
- Consistent brand identity while maintaining a fresh, modern look
- Reusable template system for their ongoing content marketing needs
Results:
- Viewer retention and interaction were significantly improved
- The design aligned with Airtable’s branding, reinforcing their identity
- Established a scalable framework for future product communications
Why It Worked: By creating a systematic approach to product visualization, we enabled Airtable to explain complex functionality in an approachable way while building a foundation for future communications. This approach helped Airtable’s SEO manager drive higher organic traffic to feature pages while providing the sales team with valuable demo materials.
Learn from our Design System Concept to better understand how to create cohesive marketing frameworks that help potential buyers navigate their journey.
4. Spotify’s Feature Animation Explainer
Campaign Overview: Spotify needed to explain new features across their ecosystem while maintaining brand consistency and engaging audiences effectively.
Strategy Implemented: We developed a comprehensive motion language with defined timing, easing, and transition principles, creating a modular animation system with reusable components that could be assembled for different features.
Key Components:
- Cohesive motion design language aligned with Spotify’s brand identity
- Component-based system enabling rapid creation of feature announcements
- Cross-platform optimization for various social media platforms and marketing channels
Results:
- Feature announcement videos generated higher engagement than static announcements
- Consistent brand expression maintained across all product areas
- The asset was adaptable across various platforms, from TikTok to YouTube
Why It Worked: The systematic approach to motion design created a scalable framework for explaining features while maintaining the playful, engaging quality Spotify is known for. This balance of consistency and creativity helped users better understand new functionality while strengthening brand loyalty—a great example of how systematic thinking enhances both efficiency and effectiveness in B2B marketing.
Get your free video marketing plan tailored to your funnel and business goals.
5. FreshBooks’ Financial Insight System
Campaign Overview: FreshBooks needed to make complex financial data accessible to small business owners and drive premium plan adoption with their professional services offering.
Strategy Implemented: We created a systematic approach to financial data visualization with consistent visual patterns and a modular chart and graph system that maintained brand aesthetics while optimizing for comprehension.
Key Components:
- Standardized data visualization framework aligned with brand identity
- Modular component system for creating new visualizations efficiently
- Clear, jargon-free explanation framework for financial concepts
Results:
- Users engaging with the visualization system showed higher retention
- Customers were more likely to upgrade to premium plans
- Significant reduction in customer support queries about financial reports
Why It Worked: By transforming complex financial data into intuitive, visually appealing visualizations, we helped FreshBooks demonstrate the value of their platform to small business owners. This good example of B2B marketing shows how simplified visualizations can help potential customers understand complex services.
Use our Creative Brief Template to streamline your next B2B marketing campaign. Comment or DM us for access to this valuable content.
Types of B2B Marketing
- Paid Advertising
Utilize targeted ads on platforms like Google and Facebook to reach decision-makers, paying only when leads take action. - SMS Marketing
Send promotional messages to customers and leads with their consent. It’s effective for updates, reminders, and gathering feedback. - Video Marketing
Create videos like educational content, live demonstrations, or thought leadership pieces to engage and build trust with your audience. - SEO (Search Engine Optimization)
Optimize your website to rank higher in search engine results, focusing on long-tail keywords to attract specific, research-driven audiences. - Content Strategy
Develop a content plan that aligns with your audience’s needs at every stage of the customer journey, ensuring the content is informative and relevant.
Schedule a meeting to discuss project scope, timelines, or budgets.
Key Principles for Effective B2B Marketing
1. Systems Thinking vs. Project Thinking
Rather than approaching each marketing initiative as a standalone project, successful B2B marketing builds comprehensive systems that can scale efficiently. This approach creates long-term value beyond individual campaigns and helps marketing teams maintain consistency while scaling their marketing efforts.
“For B2B audiences, especially those making high-stakes purchase decisions, a great explainer video starts with talented writing. The message must be carefully crafted to resonate with their challenges, then conveyed on screen in a way that builds confidence”
2. Integrated Marketing Channels
The most effective B2B marketing strategies coordinate efforts across multiple channels including search engine optimization, social media marketing, email marketing, and content marketing. This integration ensures potential buyers receive consistent messaging regardless of where they encounter your brand.
3. Content That Addresses Pain Points
Successful B2B marketing focuses on creating relevant content that addresses specific pain points throughout the buyer’s journey. By demonstrating understanding of business challenges, you position your company as a thought leader and trusted advisor.
4. Data-Driven Optimization
Leading B2B marketers use performance data to continuously refine their marketing strategy. This might include A/B testing email campaigns, optimizing Google Ads based on conversion data, or refining referral marketing programs based on customer acquisition metrics.
5. Alignment Between Marketing and Sales
The strongest B2B marketing approaches ensure the marketing team and sales team are working from the same page. This alignment helps create a seamless experience as potential buyers move from marketing-led nurturing to sales-led conversations.
Implementing a Systems-Based Approach to Your Campaigns
1. Audit Your Current Approach
Identify where you’re creating one-off assets versus systematic frameworks. Look for repetitive work that could be streamlined through systems thinking.
2. Prioritize High-Volume Needs
Focus first on areas where you’re producing the most marketing assets or experiencing the most consistency challenges. These present the greatest opportunity for improvement.
3. Build a Content Foundation
Develop modular content pieces that can be adapted across different marketing channels. This approach enables you to create valuable content efficiently while maintaining consistent messaging.
4. Establish Cross-Channel Guidelines
Create clear standards for how your brand should appear and communicate across different social media platforms, email marketing tools, and other marketing channels to ensure consistent brand recognition.
5. Implement Performance Tracking
Set up analytics to measure the effectiveness of your marketing program across channels. This data will help you refine your marketing plan and maximize the impact of your marketing efforts.
Talk to an expert and explore the right approach for your next campaign.
FAQs
What is considered B2B marketing?
B2B marketing refers to strategies and tactics used by businesses to promote products or services to other businesses rather than individual consumers. It includes content marketing, email campaigns, SEO, account-based marketing, and more, typically focusing on ROI, solving business problems, and addressing multiple decision-makers in longer sales cycles.
What is the best platform for B2B marketing?
LinkedIn is widely considered the most effective platform for B2B marketing, with 80% of B2B leads coming from it. Other valuable platforms include industry-specific forums, email marketing, Google Ads for search, and content marketing through company blogs and publications. The ideal mix depends on where your specific target audience conducts research.
Is Amazon considered B2B?
Yes, Amazon has a significant B2B presence through Amazon Business, which serves millions of business customers. While Amazon is known for B2C e-commerce, Amazon Business offers specific features for organizational purchasing including business-only pricing, quantity discounts, approval workflows, and business analytics.
What are B2B marketing activities?
Key B2B marketing activities include content marketing (whitepapers, case studies), email marketing campaigns, search engine optimization, paid advertising, account-based marketing, social media marketing (especially LinkedIn), webinars and virtual events, industry conference participation, customer referral programs, and video marketing that explains complex solutions. These activities typically focus on lead generation, thought leadership, and moving prospects through longer buying cycles.
Final Thoughts
As B2B marketing continues to evolve in complexity and scale, systematic approaches have become essential for maintaining quality while meeting growing demands for content across channels. Our work with leading tech brands demonstrates how well-designed marketing systems can transform creative production from a bottleneck to a competitive advantage.
By applying systems thinking to your business to business marketing efforts—building modular components, establishing clear guidelines, and optimizing workflows—you can achieve the scale and consistency needed to compete effectively in today’s digital landscape. The initial investment in developing these systems pays dividends through increased production capacity, improved brand consistency, and ultimately, better business results.
Book a free strategy session and get expert guidance and tips on implementing systematic approaches for your B2B marketing plan.
References:
- https://www.statista.com/statistics/1388720/b2b-ad-spend-us/
- https://advertising.amazon.com/library/guides/b2b-marketing
- https://www.gartner.com/en/sales/insights/b2b-buying-journey
- https://www.globenewswire.com/news-release/2022/08/12/2497652/0/en/Video-Production-Company-Vidico-Launch-Rebrand-To-Offer-Their-Customers-Clarity-Precision-And-An-Even-Higher-Level-Of-Communication.html
