The play: We’ve all heard B2B marketers say, laos business email list “We want our presence to feel like a B2C brand.” ServiceNow is a prime example of what that looks like in practice, and how to use emotion to captivate your audience. Take a cue from their unorthodox, cutting-edge playbook and break out of borecore norms that plague B2B marketing.
Pfizer is a pharmaceutical biotechnology company that develops and produces products for many areas of medicine, including immunology, oncology, cardiology, endocrinology and neurology. Though Pfizer sells some B2C over-the-counter health products, much of their company’s mission revolves around the research, creation and distribution of life-saving vaccines.
In their social content, the brand shares stories from end consumers. Those who actually use the products they create. By doing so, they position their customers—the distributors—as the heroes who help people stay healthy.
An Instagram Reel from Pfizer where a mother of a child who had GBS disease explains the impact on her family, and a researcher highlights how vaccines can prevent the disease in newborns.
They also create educational content that curbs the spread of misinformation online in an effort to positively impact public health and explain how their products work.
The play: For B2B brands, social isn’t just a place to connect with your customers—it’s a place to connect with their customers, too. Consider how your efforts on social can educate everyone in your brand’s universe.
Canva hardly needs an introduction among social marketers. The graphic design platform offers tools that make it easy to create presentations, posters, videos and more. On social, the brand leans into their design mission, inspiring their audience by showing them what it’s possible to create with their solutions in ways that feel funny yet helpful.