Since 2012, the Kapost 50 has celebrated companies creating exceptional marketing content.
In past years, this list focused specifically on content marketing, using primarily top-of-funnel content on blogs and websites, social media numbers, and quality indicators to assess and rank the winners. Those lists reflected the best content marketing brands—but when it came to recognizing successful marketing across the entire customer lifecycle, we were just scratching the surface.
A New Approach
Increasingly, the best B2B marketing brands recognize the power of a consistent buyer journey. These teams strive to deliver best-in-class customer experiences across teams and channels—through paid, social media, digital, content, demand generation, product marketing, field and brand marketing, PR and communications, internal communications, as well as sales, customer success, and service roles—with consistent, high quality content supporting every interaction along the way.
However, not every asset fueling the customer journey is readily available on the company blog. For example, where could we find and evaluate sales sheets, pitch decks, creative briefs, or internal communications?
To create a true list of the best B2B marketing brands, we had to dig deeper. We called for nominations to get the full story behind strategies and campaigns, conducted interviews with B2B marketers from across industries and focuses, and researched companies delivering high-quality customer experiences.
I can’t wait to show you what we discovered.
Introducing the 2015 Kapost 50
Without further ado, meet the 50 best B2B marketing brands of 2015. Check out their stories.
Dun & Bradstreet
IBM Big Data
John Wiley & Sons, Inc.
Thermo Fisher Scientific
Zurich North America
Enjoy these rock star marketing moments of 2015. Who knows? Yours might take center stage next year.