Most B2B attempts at “going viral” look the same: a meme, a bit of Gen-Z slang, a vague AI joke and a lot of internal hope that it’ll catch on. But B2B doesn’t work like that. Our audiences are narrower and more tribal – what lands in fintech might mean nothing in legal. Impact isn’t the same as reach, and trend-chasing rarely moves the needle – a lot of views from the wrong audience won’t lead to outcomes that matter.
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What does work is being clear about the objective, building the right assets for each channel and strengthening brand so risk-averse buying committees say ‘yes’. Here’s how to design campaigns that actually land.
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Start with the real objective

When teams ask for an “integrated campaign” they often mean: get media coverage, spark LinkedIn engagement, run lead-gen and add a webinar. The ambition isn’t the issue; it’s the idea that one story can do everything equally well. A piece of thought leadership might be strong for earned media but weak as a lead magnet. A punchy stat might fly on social but won’t get you into the FT. Break it apart: what’s the priority – reputation, engagement or pipeline – and who, exactly, are you trying to reach?
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Why campaigns don’t land

A common failure mode is aiming at the board while building for managers. We’ve seen briefs that target “the CEO and CFO of the UK’s top 50 companies”, delivered with a LinkedIn-only plan and no path to reach that audience. Internal expectations push teams to aim high, but if you’re not honest about your real audience, the message misses, the content shows up in the wrong places and results don’t match the promise.
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Another risk is bringing comms in too late. The report is written, the messaging fixed, the timeline locked. Then the ask comes in: “Can you get this into the FT?” It’s not that the content is bad; there’s just no room left to shape the angle, sense-check the audience or align with the news cycle.
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The role of brand – and the hidden buyer

B2C runs on emotion. B2B often pretends it doesn’t. But decisions still involve risk and optics, especially when multiple stakeholders must sign off. Committees default to the safe option. That’s where brand matters. The disinterested approver is more likely to back a name they recognise than an unknown, however persuasive the pitch. Targeted marketing gets you into the room; brand gets you through the hidden, risk-averse checkpoints.
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A case in point: brand over conversions

In 2016, we launched Legal & General’s Bank of Mum and Dad campaign with a simple question: if ‘BoMaD’ were a real lender, how big would it be? The findings sparked a national conversation about housing affordability and intergenerational wealth. It wasn’t built to convert (there was no product to sell) but it positioned Legal & General as a thought leader, delivered thousands of media hits and became an annual fixture. Not every campaign has to sell; sometimes relevance, reach and reputation are the point.
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Make it practical

Treat every client like a new one: ask the difficult questions, challenge gently and keep the energy high. Define the outcome before you pick the channels. Build separate assets for earned, social and demand – they must be related, but not identical. Bring comms in early so the story can be shaped, not just shipped. And invest in brand so the hidden buyer says yes when it matters.
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If you’d like help structuring campaigns that are built to land, with clear objectives, credible angles and the right channel mix, the Rostrum team can help. Get in touch at hello@rostrum.agency

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