B2B online marketers can learn a lot from Mattel’s recent Social Media campaign around Barbie and Ken.

Barbie and Ken split in 2004. Ken was on a mission to get Barbie back on Valentines Day 2011 and used the power of social media to do so. This included back and forth Tweets between them, online fan voting, and facebook and youtube campaigns.

The effort got lots of press and online chatter because of its cleverness. It was even on NPR!

B2B online marketers need to get equally clever about their campaigns

Today, B2B online marketing programs are almost always boring and cliche.

We use the same boring demo videos, with the same boring voice over. Our case studies are overly produced and our writing style is overly technical…blah..blah.. blah…

We need to challenge ourselves and our agencies to come up with truly unique ways of conveying our complex messages.

It does not have to be funny or quirky, but it has to be something that surprises and delights our customers like Barbie and Ken did.

How can we miss? The bar is so low…:-)