Game-Changing Moves: Two Unconventional B2B Marketing Stories

In the world of B2B marketing, conventional wisdom can sometimes hold you back. Two companies in highly competitive industries boldly challenged industry norms—and reaped remarkable rewards.

Use Case 1: Niche Creative Services Gaming Company – From Links to Leads

A game art outsourcing provider faced a costly dilemma. The company was pouring $4,000 monthly into link-building through guest posts, expecting significant boosts in search traffic and leads. But despite these efforts, results were flat.

In January 2024, they took a bold step: drastically cut down link-building to focus on optimizing their own website.

Key Actions Taken:

• Reduced backlink acquisition and reallocated budget to on-site SEO

• Revamped headlines to match search intent (e.g., "FEMALE WARRIOR ASSASSIN" → "ASSASSIN 3D FEMALE CHARACTER")

• Added high-quality images with optimized alt tags

• Upgraded contact form with more inviting copy and clearer CTA

• Provided multiple contact options and added functionality for project uploads

• Used Google Search Console and heatmaps to measure performance improvements

  
  

Results:

• 54% increase in search engine impressions for portfolio pages

• 30% year-over-year growth in completed contact forms

• 60% savings in link-building budget

• 127% increase in search visibility on some optimized pages

• ROI of 252% for site optimization vs. 78% from link-building

Use Case 2: B2B SaaS Brand – Making Boring Brilliant

A marketing automation company realized its messaging blended in with competitors. Their tagline was indistinguishable, making it hard to build a strong brand identity.

The team embraced an unconventional truth: email marketing isn't thrilling—and that's okay.

Key Moves:

• Rebranded with the bold, humorous message: "Email & SMS marketing so good, it’s boring"

• Tested the concept at live industry events and received overwhelmingly positive feedback

• Rolled out the new identity across campaigns, videos, and social media

• Created playful content such as update videos with alpacas and re-engagement T-shirts

Results:

• 17.1% YOY increase in new users in a target US state

• 19% growth in brand searches

• 122–219% increase in brand lift; 83% drop in CPC per lifted user

• 109% increase in LinkedIn post reach

• 1,371% increase in TikTok post reach

• 4,948% increase in Instagram post reach

Takeaway: Breaking Away from the Crowd

These companies didn't simply tweak their marketing—they challenged deep-rooted industry beliefs. Their stories remind us:

• Best practices aren’t always best

• Customer-centric improvements beat formulaic tactics

• Humor and honesty can make even "boring" products unforgettable

• Testing bold ideas on a small scale builds confidence for full execution

True innovation comes from understanding your audience deeply, daring to be different, and crafting experiences that genuinely connect.

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