Topping the list of reasons for failure is lack of strategy. Less obvious causes include a lack of consistency, failure to measure results, overly egocentric content and failure to include calls to action. Doing what everyone else is doing and failure to connect with compelling stories round out McEwen’s list.

Which B2B brands are rocking Instagram? Aaron Taube acknowledges the challenges B2B companies face due to a lack of recognizable physical products, but lists five companies that have been able to use the popular social network to their advantage.

• MailChimp posts attention-grabbing photos to give followers an inside look at what goes on inside the company.

 

• WeWork shares photos of its rather opulent Seattle headquarters, giving followers a chance to imagine themselves in an elegant WeWork office of their own.

 

 

•  CBRE flips the rather boring world of commercial real estate into something much more exciting by sharing photos and fun facts about landmark skyscrapers and other buildings, including both those it owns and others it doesn’t.

 

 

• Boeing’s Instagram account is an airplane buff’s dream, showcasing the aviation giant’s latest and greatest planes in a variety of exciting actions.

 

 

• Dolby Laboratories takes followers behind the scenes at entertainment events including E3 and South by Southwest (SXSW), entertaining and educating users about the role its cutting-edge audio technologies play in making some of their favorite video games and movies.

 

 

B2B Podcasts

 

Look Ma, No Hands—Get your #B2B Marketing to “Drive Itself” #Podcast with @CrimsonCEO: http://t.co/w58SvawZ9j pic.twitter.com/gIFGVKLcnc — Mintigo (@mintigo) July 3, 2015

B2B Infographic

3 Ways to Better Demand Generation [#Infographic] http://t.co/X8HWmberQL #B2B #content #leadgen — TLP (@tlpdigital) July 26, 2015