Brand visibility is no longer a nice-to-have; it’s the engine that drives trust, engagement, and long-term growth. Yet many B2B marketers face a common challenge: how to actually stand out in a saturated digital landscape. According to Edelman, 81% of consumers must trust a brand before buying—but that trust begins with awareness. If your ideal buyers don’t know who you are, they won't care what you sell.
In this blog, we’ll explore how B2B companies can build brand awareness with purpose and precision—and how nine standout campaigns have done just that. These examples span influencer marketing, employee advocacy, video content, and more. Whether you’re aiming to generate leads or increase brand awareness across your sector, it starts by building visibility that sticks.
Brand awareness in B2B isn’t just about recognition; it’s about resonance. It’s the degree to which your ideal customer knows who you are, understands what you offer, and associates your name with relevance in their world. It’s the emotional and cognitive imprint your brand leaves behind, often before the first sales conversation ever happens.
Effective brand awareness builds:
Familiarity: Your name, logo, tone, and values are recognized and remembered.
Credibility: Your company is seen as a trusted voice in the industry.
Engagement: People interact with your content, attend your events, and follow your updates.
Preference: When it’s time to buy, your brand is already top of mind.
Brand equity: The cumulative value of all interactions, touchpoints, and perceptions around your business.
Brand recognition: Your visual and verbal cues become quickly associated with your category and values.
In today’s B2B environment, where buyers do most of their research before talking to sales, awareness is the wedge that opens the door.
Without awareness, demand generation is like fishing in a pond where no one knows you exist. It’s harder, slower, and more expensive. Brands that prioritize awareness create a pipeline of warm leads, reduce friction in the buyer journey, and strengthen long-term loyalty.
Consider this:
Buyers trust known brands more than unknown ones, especially in high-stakes B2B purchases.
Brand awareness fuels demand gen, content marketing, and even recruitment efforts.
A strong brand reduces perceived risk, which is key in multi-stakeholder B2B deals.
Qualtrics indicates that making online tasks effortless can boost customer spending by up to 23%.
According to a Dentsu report, brand building has officially become the top priority for B2B marketers, even ahead of demand generation.
A company with strong brand awareness lowers buyer resistance, commands higher trust, and shortens sales cycles.
Now that we’ve covered the why and what of brand awareness, let’s dive into examples of companies that nailed the how.
These campaigns prove that creative, targeted, and scalable brand awareness strategies can pay off big. Each one highlights a specific tactic that B2B marketers can learn from—and adapt to their own playbook. These marketing campaigns focused on authenticity and creativity often outperform those that play it safe.
Influencer marketing isn't just for B2C brands. In B2B, partnering with respected thought leaders in niche industries can rapidly elevate your credibility and expand your audience.
Take Adobe, for example. The software giant collaborated with tech influencers on LinkedIn to promote Adobe Express, showcasing the power of a strong LinkedIn content strategy to boost brand credibility and reach.
By aligning with voices their target audience already trusts, Adobe managed to significantly extend its reach and reinforce its brand credibility. Since 80% of B2B leads come from LinkedIn, it’s no surprise that brands prioritize campaigns that meet buyers right where they scroll.
Co-branding isn't just a buzzword—when done right, it’s a brand awareness multiplier.
Consider the partnership between Apple and Nike, which led to the creation of the Apple Watch Nike+. This collaboration combined Apple's technological prowess with Nike's athletic expertise to produce a smartwatch tailored for fitness enthusiasts. The co-branded product featured exclusive Nike watch faces and integration with the Nike Run Club app, providing users with a unique experience that leveraged the strengths of both brands. This strategic alliance not only enhanced the product's appeal but also expanded the reach of both companies into each other's customer bases.
What makes co-branding so effective is the dual endorsement effect. When two credible brands collaborate, their shared values and combined reach create something bigger than either could achieve alone. These are the best brand awareness campaigns because they provide value while reinforcing trust.
Employee advocacy is often the most underleveraged brand awareness tool in B2B.
Ricoh strategically launched an employee advocacy program using GaggleAMP to elevate their social media presence. By enabling employees to share pre-approved, on-brand content through their own networks, Ricoh saw improved visibility, increased engagement, and more authentic reach across key audiences. The program also helped position internal team members as thought leaders, reinforcing the brand’s presence in conversations that matter.
This approach works because people trust people more than logos. With 92% of B2B buyers trusting employee recommendations over traditional advertising, advocacy isn’t just an HR play—it’s a frontline brand visibility tool. Unlike a paid advertising campaign, employee advocacy delivers organic reach and trust without ad fatigue.
Facts tell. Stories sell.
IBM's "Let's Create" campaign spotlighted real-world partnerships where technology solved complex challenges, ranging from sustainability initiatives to operational transformation. Rather than focusing on products, the campaign highlighted customer stories and outcomes, reinforcing IBM’s role as a co-creator of innovation. The storytelling spanned videos, case studies, and interactive content, making each narrative both emotionally resonant and technically grounded.
Humanizing your brand through storytelling makes it relatable. When potential customers see their own problems mirrored in your narrative—and how your company solves them—they begin to trust you as more than a vendor. They see you as an ally.
Salesforce's "Trailblazer" community is a masterclass in user-generated content (UGC). Users proudly share certifications, personal milestones, and advice. This self-sustaining ecosystem builds brand loyalty and demonstrates the real-world value of Salesforce.
User-generated content builds credibility because it reflects genuine experiences. Prospects perceive it as unbiased and trustworthy, making your brand feel like a community rather than just a company. It’s one of the clearest examples of brand awareness marketing done right.
Video content remains a powerful tool for B2B marketers aiming to build brand awareness and educate their audience.
Ahrefs, an SEO software company, has built a highly engaged following through its YouTube channel, where it regularly publishes educational videos that break down SEO tactics, algorithm updates, and keyword strategies. By turning complex concepts into approachable, visually rich content, Ahrefs not only boosts visibility but also reinforces its authority and trustworthiness in a competitive space.
This strategy shows that when video content informs while it entertains, it becomes one of the most scalable tools for building both awareness and brand equity.
Participation breeds visibility. When audiences are invited to take part in something fun, personalized, or creative, they’re more likely to share—and in doing so, amplify your brand.
Spotify Wrapped does this brilliantly. Each year, it delivers users a personalized summary of their listening habits, packaged in colorful, shareable graphics. The campaign inspires millions to post their results, turning personal data into a viral brand moment. While it’s a B2C example, the takeaway for B2B is clear: when people can see themselves in your content, they’re more inclined to spread it.
The key is creating a low-barrier, high-reward interaction that users are excited to share. It’s social proof, brand visibility, and entertainment all rolled into one.
B2B marketing doesn't have to be all business; incorporating humor can make your brand more relatable and memorable.
Workday launched a series of commercials featuring rock legends like Gwen Stefani, Billy Idol, and Travis Barker, humorously portraying corporate executives as "rock stars" in their own right. These ads, which premiered during high-profile events like The Masters, resonated with audiences by blending corporate culture with pop culture flair. The campaign led to a 50% year-over-year increase in visits to the company's website within a month of its launch, according to Workday.
This approach demonstrates that even in the B2B space, a touch of humor and creativity can significantly boost brand engagement and awareness.
At GaggleAMP, we help B2B companies turn their employees into an army of brand advocates—without adding more work to anyone’s plate.
Our platform enables marketing managers to create and distribute advocacy tasks directly into the tools employees already use, like Slack and Teams. With built-in gamification, performance tracking, and AI-suggested copy, advocacy becomes a seamless part of the workday, not a burden. The result? Higher reach, more engagement, and brand visibility that compounds over time.
We’ve seen clients 10x their social engagement and expand their thought leadership footprint across platforms like LinkedIn. GaggleAMP makes it easy to track employee advocacy analytics and measure brand awareness by tracking clicks, reach, conversions, and shares inside a unified dashboard.
If you’re tired of begging employees to share content or struggling to prove the ROI of social media, it might be time to give GaggleAMP a closer look.
Wondering how to build brand awareness that actually sticks? Use this template as a strategic guide. A successful B2B brand awareness campaign typically includes these four elements:
Audience Fit: Know who you’re trying to reach and where they spend time online.
Message Clarity: Align your brand messaging with what matters most to your audience.
Channel Strategy: Choose platforms (LinkedIn, email, events, etc.) where your message will gain the most traction.
Measurable Goals: Define how you’ll track success—reach, engagement, brand lift, conversions, or other brand KPIs.
The most effective campaigns are those that are relevant, repeatable, and rooted in clear business objectives. Use your brand’s unique voice and insights to differentiate from competitors and stand out in a sea of sameness.
The path to stronger brand awareness starts with clarity—knowing who your audience is, where they spend time, and what kind of content earns their attention. The examples above show that B2B brand building doesn’t have to be boring or budget-busting. It just has to be intentional.
Whether you’re sparking conversations through influencers, making your employees the voice of your brand, or running standout social campaigns, awareness is your launchpad for long-term growth. If you want to attract new customers, you need to be top of mind long before a buying decision is made. GaggleAMP helps you activate your workforce to consistently raise brand awareness in just minutes a week.
Want to turn your brand into something buyers remember, trust, and advocate for? GaggleAMP helps B2B marketers scale authentic employee advocacy and brand reach in just minutes per week.
Book your personalized GaggleAMP demo today and see how it works.