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B2B Marketing Strategies - Sell Your Products To Other Businesses To Start Your Million Dollar Company


It's easy to make good B2B marketing strategies, right? Make a few campaigns and track a few key performance indicators, and you're on your way to a million-dollar business. We wish it were that simple.

B2B marketing is hard. To win, you need to focus on creating demand, finding the right buyers, and keeping track of these buyers as they move through the funnel so you can connect with them at the right time.

What is business-to-business marketing, or B2B marketing? How has the business changed in the last few years?

When some companies think of B2B marketing strategies, they mostly think of direct and outbound methods, like sending messages directly to clients or potential buyers you've already found. In this approach, the goal is to be so interesting and convincing that people want to use your services.

What Is B2B Marketing?

COPYRIGHT_MARX: Published on https://marxcommunications.com/b2b-marketing-strategies/ by Keith Peterson on 2022-09-07T04:19:11.205Z

What is B2B Marketing? Business to Business Marketing Explained

Business-to-business marketing, as the name suggests, is the process of selling goods or services to other businesses and organizations. It is different in several important ways from B2C marketing, which is aimed at consumers.

B2B marketing is the way that businesses sell their goods and services to other businesses and organizations. This could mean selling software for sales and marketing, selling manufacturing machines to businesses, or giving advice to businesses.

B2B marketing content tends to be more informative and clear than B2C marketing content. This is because business purchases are based more on how they will affect the bottom line than consumer purchases.

Return on investment (ROI) is something that most people don't think about, at least in a financial sense, but it's one of the most important things that corporate decision-makers think about. If your customers are other B2B businesses, you can grow by using a marketing strategy.

The B2B customer lifecycle and buyer journey have also changed a lot in the past few years. The traditional B2B process of marketing, lead generation, sales, and closing is no longer the fastest way to success that it was ten years ago.

There are now more choices than ever for businesses. To win at marketing and build a successful b2b marketing strategy, you need to focus on generating demand and getting in front of your buyers on the platforms they're using, instead of hiding behind lead capture forms.

In today's world, B2B marketers often sell to buying committees made up of different key stakeholders. This makes for a complex and sometimes difficult environment, but as data sources have become more robust and accurate, B2B marketers have become much better at mapping out committees and getting relevant, personalized information to buyers.

Why B2B Marketing Is Important?

A hand pointing on a B2B web graphic organizer
A hand pointing on a B2B web graphic organizer

Business-to-business marketing is important because most businesses can't run without the goods or services of other businesses. It's not often that a company makes and sells all of its own products and handles all of its own distribution.

For example, the raw materials for your favorite clothing brand probably come from farms, and the fabric dyes come from chemical companies. Your favorite cell phone brand probably buys parts from other companies and pays shipping companies to get the finished product to you.

How do these relationships with the vendors come about? It all starts with finding B2B marketing opportunities and then tailoring your brand and marketing message to a company that needs your products or services.

B2B marketing is also important because B2B relationships can last for a long time and can lead to more money. When selling to consumers, they usually only buy one low-cost item. When a business sells to another business, the cost of the good or service may be high and necessary on a regular basis.

For example, when a landscaping company sells services to a large office campus, the deal might involve a contract that lasts for several months and is worth tens of thousands of dollars. This is not at all like when a person pays for a one-time landscaping job in their backyard.

Who Is B2B Marketing For?

Every business that sells to other businesses. B2B can come in many different forms, such as subscriptions to software-as-a-service (SaaS), security solutions, tools, accessories, office supplies, and so on. Many businesses are both business-to-business and business-to-consumer.

B2B marketing campaigns are made for anyone who has control over or a say in buying decisions. This can include a wide range of titles and jobs, from the most basic end users to the top executives.

What Are B2B Marketing Tactics Vs Strategy?

B2B in a circle and a finger pointing at it
B2B in a circle and a finger pointing at it

People often get "tactics" and "strategies" mixed up in the marketing world. Even experienced marketers talk about or look for strategies when they're really looking for tactics, and vice versa. Here's a simple way to think about it if you're in the same boat:

  • A plan is a strategy.
  • A tactic is something that helps that plan come to life.

In B2B marketing, the strategy lays out your marketing goals, how you'll measure success, who you'll target, where you'll target them, and how. This "how" article goes into detail about the marketing methods you'll use.

In the next 12 months, our goal is to get one million salespeople to sign up. To do this, we will focus on tech-savvy salespeople between the ages of 20 and 50. We'll reach out to these people all over the web with paid search engine ads, email marketing campaigns, and ads on social media.

In this case, your B2B marketing strategy needs three different types of marketing:

Then, a full-fledged marketing strategy would go into detail about the strategy behind how you'll use these three tactics: email marketing, social media, and search.

How A Targeted B2B Marketing Strategy Drives Growth?

Now that we know what B2B marketing means, let's talk about how to do it. Your strategies must be made with your specific customers in mind.

You'll need to think about your business, its positioning, and its unique value proposition. You'll also need to think about the marketing resources you have, including money, people, and other things. You'll also need to think about how to reach and target your audience.

And it needs to come from where you are as a business right now. It doesn't sound like a simple task. B2B marketing gets a bad name, and it's true that it's gotten harder over the years. But it doesn't have to be hard or take a lot of time.

Most B2B marketers can come up with a marketing strategy by writing down and organizing the information they already know and use every day in their marketing.

Because of this, we won't spend too much time researching and bringing this information to the surface. Instead, we'll show you how to make an effective B2B marketing strategy in four easy steps.

B2B Marketing Strategies In General

7 Essential B2B Marketing Strategies for 2023

Before you start putting your B2B marketing plans into action, there are a few steps you should take first.

Determine Your Brand Positioning

To make a good strategy, you need to know where your brand stands in the market. This statement is the who, what, when, why, and how of your brand identity, or how the customer sees your brand.

Create a brand positioning statement that your team and potential customers can believe in, and you'll be ready for the next step.

Identify Your Target Audience

Find your target market, or the people who really want the products or services your brand offers. That information will help you make buyer personas and figure out how they decide what to buy. This is a very useful tool for any kind of marketing.

Run A Competitive Analysis

With competitive analysis, you can check out the market and see how other businesses are marketing to the same people you want to reach. When looking at competitors, keep an eye out for the following:

  • Products from competitors
  • How competitors sell and how well they do it
  • Content and social media presence of competitors

Getting a general idea of these things can help you do a SWOT analysis on your competitors and figure out their strengths, weaknesses, opportunities, and threats.

Explore Marketing Channels To Use

In your competitive analysis, you'll find out what kinds of marketing channels your competitors use well and which ones they haven't used.

After you've taken the steps above to start building your B2B marketing strategy, this is where you'll be able to diversify your own B2B marketing portfolio and reach the businesses you need to.

Explore channels, strategies, and tools to improve your leads and customer funnel based on how you divide your customers and how you analyze your competitors.

B2B Email Marketing Strategy

B2B Email Marketing: What Should You Send To Generate 500% ROI?

Email marketing is a tried-and-true way to reach both individual consumers and business customers. Did you know that email is used by 93% of B2B marketers? You sound like one of them. You ought to be. Emails lead to engagement, which turns subscribers into leads and then leads into customers.

B2C customers respond best to emotions and entertainment, but B2B customers are more interested in logic and a good return on investment. They are basically asking, "How can your business help my business grow?"

Because of this, your email marketing needs to always connect with your business customers and focus on things that matter to them, like time, money, and resources.

Email marketing is also a great way to get your brand's content out there. Email newsletters are used by 83% of B2B companies as part of their content marketing program, and 40% of B2B marketers say that these newsletters are the most important part of their content marketing success.

With so many emails coming into our inboxes all the time, it's more important than ever to make and send marketing emails that work.

Best Practices For Email Marketing For B2B

Make your subject lines interesting. Think of your email subject lines as Netflix trailers. If you can't hook your audience in two minutes (or a few dozen characters), don't expect them to open and watch (or read) the whole thing.

We suggest that you spend almost as much time on the subject lines of your emails as you do on the emails themselves.

  • Keep each email to one call-to-action (CTA). If you think you get a lot of emails, look at the calls to action (CTAs) in them... Some have two, three, or even up to ten different calls to action. Don't make this mistake, or your recipients might be left wondering "What should I click on first?" and end up clicking on nothing. With one CTA per email, you let your audience focus on the content of your email and, ultimately, on one action. This is a welcome break from the frequent indecision and analysis paralysis that people face today.
  • Sort your emails into different groups to reach the most relevant people. Not every email you send to your list will be right for everyone. Your subscribers may be at different points in the buyer's journey or be looking for different things. That's where segmenting email lists come in. This not only helps you connect with your audience better, but it also makes your emails feel more personal and says, "Hey, I'm listening and I know what you want to see." Consumers always choose quality over quantity when it comes to email.
  • Make sure your email designs are responsive. Over 80% of email users check their inboxes on their phones, and emails that don't look right on mobile devices are often deleted in three seconds. Ouch. Don't send an email like that.
  • Don't worry about getting a cold email. Even though it's uncomfortable, the right email can bring in new customers. This cold sales email, for example, brought in 16 new B2B customers.

B2B Digital Marketing Strategy

Content Marketing For B2B Pros – USE THIS B2B Digital Marketing Strategy!

Define Your Target Audience

A good digital marketing strategy for business-to-business (B2B) starts with figuring out who your buyer personas are. This demographic and psychographic information will guide almost all of your future marketing efforts, making sure that your content and digital materials are seen and heard by the right people (and that no resources go to waste on your end).

Make A Website For Yourself

Second, digital marketing can't really work without a website that is both informative and interesting. Before making a purchase, more than 80% of buyers go to a website.

Also, since the typical B2B sales cycle involves many key players (such as gatekeepers, decision-makers, and other people who have to agree to a purchase), websites are an easy way for influencers to spread information about your product or service.

Optimize Your Digital Presence

Your website needs to be more than just interesting and full of useful information. It also needs to be easy to find. This can be done with both on-page SEO and technical SEO.

These include everything from what your visitors can see, like image alt-text and meta descriptions, to what they can't see, like structured data and site speed. Off-page SEO is also at play here. This refers to linking strategies and social sharing that take place outside of your website.

Run PPC Campaigns

Lastly, add pay-per-click (PPC) advertising to your digital presence. This lets you get your content and brand in front of new people through search engines and other advertising platforms.

You should get the most out of your PPC investment by advertising more than just your products or services. For example, you could advertise your brand's personality, the content on your blog or social media pages, or your company's tagline.

The best way to get a return on investment (ROI) from your paid ads:

  • Use information about your buyer personas.
  • Promote content that they can relate to. For example, it's very unlikely that a new customer who has never heard of you is looking for your exact product. They might be looking for a location-based product or service.
  • Instead of promoting your product or service, pay to target relevant categories within your brand. This will help you reach the most potential customers.

B2B Social Media Marketing Strategy

How to Create an Awesome B2B Social Media Strategy

Did you know that 84% of C-Suite executives and 75% of B2B buyers use social media when they buy something? Yes, social media marketing isn't just for brands that want to reach out to specific customers.

But social media marketing is hard for a lot of B2B businesses. It can be harder to connect with business customers on social media, especially since (as we've already said) there's usually a longer sales cycle and a longer chain of command.

In all honesty, you might not convert the most leads through B2B social media marketing, and that's fine. It probably comes into play near the start of the buyer's journey for your customers.

Social media is a great way to build brand awareness, give your business an online personality, and make it more personable. All of these things are very important when it comes to marketing and connecting with potential customers.

Like email marketing, social media is a great way to share your content and show how knowledgeable you are about your brand, which is something B2B customers like.

Even though your social media accounts might not convert as often as your content or email marketing, they are just as important. Followers are just as valuable in this case because you never know when they might turn into leads or customers.

5 Steps In Creating A B2B Marketing Strategy From The Scratch

12 B2B Marketing Strategies For 2023

There is a lot of competition for customers and for their attention. For a B2B strategy to work, it needs to be carefully planned, put into action, and managed.

If you don't plan, you'll fail. This is a truth that will never change. Before you start making ads and content, you'll need to choose business goals that can be measured. Then, you'll need to set up or choose a plan for how your B2B marketing strategy will help you reach those goals.

Here's an overview of how B2B companies make themselves stand out in a crowded market:

Develop An Overarching Vision

This is a very important step for companies that sell to other businesses. B2C products and services are usually marketed to a wider range of people, but B2B products and services are usually aimed at a specific group of customers with specific challenges and needs.

Define Your Market And Buyer Persona

Once you have good information about your target audience, you'll need to figure out how and where to reach them. The information you learned in the last step should help you with this one.

You should be able to answer the following questions about your ideal customers and prospects:

  • Where do they spend their time online?
  • What questions are they asking search engines?
  • Which social media networks do they prefer?
  • How can you fill opportunity gaps that your competitors are leaving open?
  • What industry events do they attend?

Identify B2B Marketing Tactics And Channels

Now that you have a plan, it's time to make it happen. Follow the best practices for each channel your strategy uses. A creative approach, useful insights, smart targeting, and strong calls to action are all important parts of campaigns that work.

Create Assets And Run Campaigns

This is what you do over and over again to keep moving in the right direction. In the simplest terms, you want to figure out why your high-performing content works and why your low-performing content doesn't. If you know this, you'll be able to spend your time and money more wisely.

Measure And Improve

Let your audience dictate your path. Check your metrics to find out which channels, topics, and media are most popular, and then double down on those. In the meantime, get rid of or change anything that isn't working.

People Also Ask

What Are The 4 Basic Categories In B2B Markets?

The four Ps are four important parts of a "marketing mix" that are used to market a product or service. These parts are product, price, place, and promotion. Usually, when making marketing plans and strategies to reach their target audience, businesses think about the four Ps.

What Are The 4 Types Of Marketing Strategies?

Wholesalers, brokers, and retailers are all part of this group. Walmart and Target are two big retailers you are familiar with. Big wholesalers, brokers, and retailers have a lot of control over the market.

What Are The 3 Types Of B2B Buyers?

Marketing doesn't work unless you know who you're trying to reach, and business customers are the most fickle and critical group of people out there. Your marketing should show how your business can help theirs, and if it doesn't, you can change your B2B marketing strategies to reach them.


Marketing doesn't work unless you know who you're trying to reach, and business customers are the most fickle and critical group of people out there. Your marketing should show how your business can help theirs, and if it doesn't, you can change your B2B marketing strategies to reach them.

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About The Authors

Keith Peterson

Keith Peterson - I'm an expert IT marketing professional with over 10 years of experience in various Digital Marketing channels such as SEO (search engine optimization), SEM (search engine marketing), SMO (social media optimization), ORM (online reputation management), PPC (Google Adwords, Bing Adwords), Lead Generation, Adwords campaign management, Blogging (Corporate and Personal), and so on. Web development and design are unquestionably another of my passions. In fast-paced, high-pressure environments, I excel as an SEO Executive, SEO Analyst, SR SEO Analyst, team leader, and digital marketing strategist, efficiently managing multiple projects, prioritizing and meeting tight deadlines, analyzing and solving problems.

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