B2B marketing campaigns can be a challenging endeavor, especially when it comes to survey campaigns. However, with the right strategies and approaches, B2B survey campaigns can be a great way to gather valuable insights and build strong relationships with your target audience since these companies create panels with a global reach.
This article will explore some successful B2B survey campaigns and what made them effective.
Understanding B2B Survey Campaigns
Before we dive into specific examples, let’s first discuss what B2B survey campaigns are and why they are essential. B2B survey campaigns are marketing research to gather insights from a target audience. The insights gathered through surveys can help businesses make data-driven decisions and improve their products or services. When done right, B2B survey campaigns can be a great way to connect with customers and build stronger relationships.
Now, let’s look at some examples of successful B2B survey campaigns.
IBM's Every Second Counts Campaign
IBM’s Every Second Counts campaign is an excellent example of using a survey to gather insights and create a compelling marketing campaign. IBM used a survey to ask IT professionals about their challenges when managing their IT environments.
The survey results showed that IT professionals spend significant time managing their environments, which led IBM to create a campaign around the idea that “every second counts.”
The campaign included a video ad highlighting IT professionals’ challenges and how IBM’s solutions can help them save time. The ad also directed viewers to a landing page to download a report on the survey findings.
What made this campaign effective was how IBM used the survey data to create a compelling message resonating with its target audience. By addressing a common pain point and offering a solution, IBM was able to connect with IT professionals and build stronger relationships with them.
Slack's "So Yeah, We Tried Slack..." Campaign
Slack’s “So Yeah, We Tried Slack…” campaign is an excellent example of how to use humor and storytelling to connect with your target audience. The campaign was created by a video marketing company called Sandwich Video, and it featured a humorous video that showed the disconnect that can occur when working with remote teams.
The video highlighted how Slack could help teams stay connected and collaborate more effectively. It also directed viewers to a landing page where they could sign up for a free trial of Slack.
This campaign was effective because it used humor and storytelling to engage viewers and make them feel like Slack understood their pain points. By addressing a common challenge in a relatable way, Slack was able to build stronger relationships with its target audience.
SurveyMonkey's SurveyMonkey Audience Campaign
SurveyMonkey’s SurveyMonkey Audience campaign is an excellent example of using a survey panel to gather insights from a specific target audience. SurveyMonkey Audience is a service that allows businesses to survey a specific group of people who match their target demographics.
The campaign featured a video ad highlighting the benefits of using SurveyMonkey Audience to gather insights from a specific target audience. The ad directed viewers to a landing page to learn about the service and sign up for a free trial.
This campaign was effective because SurveyMonkey used its platform to showcase the benefits of using a survey panel to gather insights. By demonstrating the effectiveness of its product, SurveyMonkey was able to build credibility and trust with potential customers.
LinkedIn's LinkedIn Talent Insights Campaign
LinkedIn’s LinkedIn Talent Insights campaign is an excellent example of using survey data to create a valuable product for your target audience. LinkedIn Talent Insights is a tool that allows businesses to gather insights about the talent market, including information about job trends, skills gaps, and competitive intelligence.
LinkedIn used survey data from its platform to gather insights about the talent market to create the tool. They then used this data to create a valuable product to help businesses make data-driven hiring and talent management decisions.
This campaign was effective because LinkedIn used survey data to create a valuable product that addressed a common pain point for businesses. By leveraging its data and expertise, LinkedIn was able to develop a tool that provided real value to its target audience.
The Bottom Line
B2B survey campaigns can be powerful for gathering insights and building stronger relationships with your target audience. The examples discussed in this article demonstrate how effective survey campaigns can be. By using survey data to create compelling messages, addressing common pain points, and creating valuable products, businesses can use survey campaigns to connect with their customers and drive growth.