10 Best B2B Marketing Examples
Marketing products or professional services to other businesses isn’t a tricky affair. Marketers and top advertising agencies need to figure out how they can reach decision-makers and their influencers, figure out how to best guide potential customers through the buyer’s journey, and accept that the decision-making process may take a while.
In business-to-business marketing, multiple touchpoints are usually needed before closing a sale, which means that building trust and keeping the audience engaged is crucial.
B2B marketing or business-to-business marketing takes place when one business promotes itself, its products, or its services to another business. This can happen in various ways, such as through content marketing, event marketing, and paid advertising. The goal of B2B marketing is to drive demand and generate leads that can be turned into sales.
List of B2B Marketing Examples
Keeping the goals in mind, there are many companies who got it right and can be considered as notable examples of the same. Let’s have a look:
1. Infosys
The marketing efforts of Infosys include participation in media and industry analyst events, sponsorship and participation in targeted industry conferences, trade shows, recruiting efforts, community outreach programs, and investor relations. The Infosys ATP Partnership had won the ‘Best B2B Sponsorship’ award also. This partnership is garnering attention not just from fans but also from business decision-makers.
2. Aspire’s Banking and Financial Services
The company vertical needed to scale up its sales and marketing efforts. To do that, the marketing team at Aspire had to invent new ways to reach the target audience. The marketing team decided to implement a well-structured, multi-channel Account-Based Marketing (ABM) campaign strategy, with a heavy focus on digital channels. The team took an integrated approach, bringing together multiple marketing vehicles such as targeted ad campaigns, webinars, email campaigns, content, and social media marketing. The campaign’s goals were to build brand awareness through all possible channels, improve engagement, and drive demand from those engaged accounts.
3. TCS
Leading global IT services and consulting brand Tata Consultancy Services (TCS) believes people can’t read long whitepapers, and they might be interested in a storytelling format for consuming information. Hence TCS has launched ‘TCS Belief Song’ to push the narrative of the new normal as the world gears up for a fresh start and emphasizes the joy of human connection. The launched anthem video features TCS employees and their families as brand ambassadors.
4. Indiamart
Indiamart is a pioneer and the first Indian eCommerce company that set up the steps to succeed in the Indian B2B industry. Founded in 1996, Indiamart aimed to make conducting business simple. It is an online marketplace where manufacturers and buyers connect and exchange information, products, and services. A report of 2020 showed that Indiamart had 102 million+ buyers, 6 million+ suppliers, and 67 million+ products and services listed on its website.
5. Udaan
Udaan is a B2B trading marketplace that caters explicitly to SMBs in India. In 2016, three former Flipkart employees founded a company to modernize trading practices in India. The portal’s initial focus was on managing logistics for startup companies in the apparel and electronics sectors. Udaan quickly began work on creating a full-stack eCommerce marketplace for SMBs in the nation after observing exponential development. Udaan is one of the Indian businesses that are growing rapidly. In 2018, Udaan joined the unicorn club.
6. JioMart
JioMart is a partnership between Jio Platforms and Reliance Retail. It had a soft launch in December 2019 and a full launch in May 2020. It began as a site that dealt with groceries before branching into fashion, household goods, and lifestyle products serving almost 200 towns and cities across India. The app had more than one million downloads within the first week of release. As of 2020, Jiomart boasted of being 10000 employees strong. In August 2022, JioMart signed an agreement with Facebook to launch the first-ever end-to-end shopping experience on WhatsApp, using its chat solutions to power its grocery shopping service in India.
7. Alibaba
Despite not being a major Indian eCommerce player, Alibaba, with a $291.05 billion market cap, is undoubtedly the market leader globally as of March 2022. Although the company is based in China, Alibaba has achieved a phenomenal position in India’s B2B eCommerce sector.
8. Exporters India
Exporters India is a B2B multi-seller portal established in 1997 and has been onboarding Indian producers and sellers to sell their goods in India and other countries. B2B eCommerce platforms like Exporters India have provided a platform for Indian buyers, sellers, manufacturers, and retailers to connect with enterprises abroad. Additionally, it has been instrumental in speeding the expansion of Indian eCommerce.
9. TradeIndia
Another Indian B2B multi-seller portal for local and international small enterprises is called Tradeindia. It provides them with a uniform platform to market their goods and services. TradeIndia provides top services through its B2B multi-vendor platform to international and Indian organizations. With about 4 million dealers and buyers, it has a database of more than 5 million registered members.
10. Ninjacart
Ninjacart is a fresh produce supply chain business that directly links farmers with merchants, restaurants, and service providers. It has a network of more than 1,200 warehouses and 200 collection centers in India. Ninjacart’s supply chain is designed to transfer produce from farmers to shops and enterprises across seven cities daily in less than 12 hours-using internal applications to drive end-to-end operations.
