Understanding B2B digital marketing
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Did you know that 56% of business-to-business (B2B) organizations invest in digital marketing? To stay ahead of competitors, business-to-business (B2B) marketers like you should have some digital marketing tips and tricks up their sleeves.
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Before diving into how to market to B2B and the digital marketing strategies you can use, it’s important to understand what online marketing for B2B is. In addition, it pays to know the benefits of digital marketing strategies for B2B companies, so you can get the green light from management and better execute your plans for your organization.
B2B digital marketing refers to any online marketing strategy or tactic intended to promote your business to another organization. If you’re promoting products or services to another business (instead of an individual consumer) online, you’re most likely employing B2B digital marketing.
Some channels that companies can use for their digital marketing B2B efforts are:
In the B2B space, your customers are other businesses. In the business-to-consumer (B2C) sector, they’re individuals who are making purchases for themselves rather than their company.
B2B marketing and B2C marketing intersect in many ways and use many of the same channels, but there are important differences that require you to use different approaches for each.
B2B digital marketing enables you to increase brand awareness, communicate the value of your product or service, and, ultimately, convert more of your audience into customers.
Some of the more specific benefits of B2B digital marketing include:
With B2B digital marketing, you can precisely target the potential customers who are most likely to convert based on their demographics, firmographics, and online activity. You can even identify and target individual users who visit your website.
Up to 81% of B2B marketers report using firmographic segmentation to target potential customers based on company size, industry and other characteristics. This contrasts with traditional marketing, which often targets a broad audience, leading to less precision and higher costs.
B2B marketing involves a longer buyer journey that involves multiple touchpoints and can take many months, and it’s important to engage with potential customers throughout the buying process.
With digital marketing in B2B, you can reach buyers at the very start of their journey when they’re typically searching for information online. You can then use other digital marketing channels, such as online advertising and email marketing, to move them through the funnel and keep them engaged.
With digital marketing tactics, measuring your campaigns’ success and results is easy. There are many digital marketing tools available that enable you to identify which strategies drove the best results for your B2B business.
As you measure the success of your B2B marketing campaigns, you can use the information you gather to adjust your B2B marketing online strategies as you go, improving your marketing performance and ROI.
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When developing a marketing strategy for B2B business growth, you need metrics and benchmarks to determine success along the way. These are a few key metrics that can help you determine whether your strategies are working—and where they might need improvement:
The rate at which people who interact with your marketing campaign actually convert is your conversion rate. It might measure how many times a link in a banner ad is clicked, or how many times visitors on a landing page sign up for an event or free trial.
Conversion rate is calculated by dividing the total number of conversion events from an ad by the total number of interactions with that ad.
Return on ad spend, or ROAS, is one of the most important ways to assess your efforts and their effectiveness in driving business growth. ROAS measures the revenue earned for each dollar spent on advertising. You can calculate ROAS for everything from individual campaigns to annual marketing spend, whatever suits your needs.
To calculate ROAS, divide the revenue generated by an ad campaign by the cost spend on the campaign itself.
Customer acquisition cost measures how effectively your marketing team is using their budget to acquire new customers.
Calculate CAC with this formula: marketing spending/the number of new customers gained through that campaign.
Need to know the value of the customers you gain through your B2B marketing strategy? Use customer lifetime value (CLV) to figure it out. CLV is a critical metric for determining whether your marketing spend is bringing in valuable customers so you can tweak your strategy to increase profitability or target a different customer segment.
The formula for calculating CLV is: average sale value x number of transactions over a period x retention period.
Now that we know what B2B digital marketing is and why it’s important, let’s go through 10 B2B digital marketing strategies that you can use to acquire new customers and grow your revenue:
A critical first step before executing any other B2B marketing strategy is understanding your brand positioning.
Positioning is the strategy of finding a unique spot for your b2b brand in the mind of your customers. Put simply, it’s setting your business apart from everyone else so that people can easily remember your unique identity. As a result, your business will have an improved image and enjoy increased loyalty among customers.
Understanding your positioning helps you market your business and products more effectively. It can also help you craft marketing in B2B messages that resonate well with your target audience.
Understanding your ideal customers is critical, yet it can be a challenge. According to a Content Marketing Institute study, 39% of B2B content marketers who reported a moderately effective or worse content strategy attribute its performance to not tying their strategy to the customer journey, and another 29% point to ineffective audience research as a key issue.
If you have a customer relationship management (CRM) software like Nutshell that houses your client database, use this information to create and segment buyer personas.
Your buyer personas will guide your B2B digital marketing strategies and campaigns. These personas inform you of the pain points of your customers and how they search for solutions to their needs.
With each persona, you can create a customer segment to personalize your marketing campaigns and optimize the conversion rate.
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Leave a good impression on your customers by having a well-designed and informative website. Plan your site content, taking into consideration your buyer personas’ needs and pain points. A good website design not only reflects your brand but also ensures intuitive structure and accessibility across devices.
To earn the trust of prospects, make sure your B2B website is easy to navigate, responsive, and mobile-friendly. Make it easy for site visitors to take important actions on your website, like downloading your case studies, signing up for your newsletter, or filling out your form.
Are your calls-to-action visible and clickable even on mobile? Mind your site pages’ load speeds so your customers don’t bounce off your site.
Did you know that 33% of B2B companies say that SEO is their top lead generator? Use this effective online marketing tactic for B2B businesses so you don’t get left behind by your competitors.
Most B2B consumers conduct online searches before making a purchase offline, so it makes sense for you to invest in SEO. With a good SEO strategy, your website pages rank high in relevant search results. The impact? More prospects can find your website, learn more about your products and services, and turn into business customers.
Utilize keyword research tools to make your pages more relevant in the search results, and be sure to implement both on-page and off-page SEO strategies to drive traffic.
Another B2B marketing strategy that you can employ is content marketing. Useful content like blog posts, white papers, case studies, and informational videos improve your credibility among B2B customers, increasing their chances of shortlisting your business.
Content marketing in B2B also complements your SEO efforts. Create content that your buyer personas may be looking for, and they’ll land on your website, giving you a chance to eventually convert them into customers.
Do you want to make sure your brand is visible among B2B shoppers throughout their customer journey? Create content for every stage in the customer journey, so they can discover your business from when they’re in their initial research stage up to when they’re ready to purchase products or services.
An excellent way to reach B2B customers, email marketing touts a return on investment of $44 for every $1 invested. Use email marketing to nurture your leads who signed up for your newsletter or downloaded your white paper.
Put to good use the contacts in your CRM by sending personalized emails to your customers. To increase customer satisfaction and loyalty, segment your customers and share useful content with each persona segment.
It’s also best practice to implement email marketing strategies like personalization, email automation, and A/B testing that can help you reach your audience with exactly the right message at the right time.
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Did you know that 75% of B2B buyers use social media before making a purchase? Create a social media page for your business on the platforms that your B2B customers use.
You can use your social media pages to promote your website and repurpose content as short videos or shareable infographics. Another digital marketing B2B strategy you can employ on social media is paid ads. You can target your existing customer segments and lookalikes of existing customers to expand your reach.
Investing in PPC ads allows you to promote your content and brand to your target audience on search, social media, and other advertising channels. In addition, you can gather first-party data through PPC lead-generation campaigns. When running PPC campaigns, make sure you’re showing relevant ads to the right persona segments.
One growing strategy for B2B marketing is influencer marketing, which involves working with leading content creators to promote your brand, product, or service on social media or other online channels.
For example, if your business sells automation software for accounting, you might work with influencers who make content about tech or accounting. These influencers might create a review or how-to video about using your software or mention it in an Instagram post about their favorite tools.
Influencers’ audiences can range from millions of followers to less than 10,000. What’s more important than audience size is finding an influencer who fits with your brand and has an engaged audience that’s likely to include your potential customers.
Another emerging B2B digital marketing strategy is using automation to improve efficiency, enable personalization, and analyze B2B marketing campaigns. There are many tools available that can help you integrate automation into your marketing strategy.
For example, a CRM can help you streamline your marketing processes by automatically pulling in customer data, sending email campaigns, and more.
As with most things across the business landscape, B2B marketing strategy is rapidly changing as consumers evolve and adapt, new technologies emerge and businesses meet new challenges. Here are four of the top B2B digital marketing trends to watch going forward:
AI is becoming a vital tool in B2B marketing, automating tasks and offering data-driven insights in a fraction of the time. By late 2025, a projected 95% of B2B organizations will use AI, mainly for content creation and data analysis. As more marketing teams make use of AI, it will become a more integrated part of content creation, B2B marketing strategy ideation and other internal tasks like coding and building presentations.
Consider how your team might use AI to automate certain tasks, gather insights, build customer profiles and more so you can streamline processes and increase efficiency.
With Millennials and Gen Z now making up over 70% of B2B buyers, different approaches and expectations are becoming the norm in B2B purchasing processes. Forrester predicts that by 2025, over half of large B2B transactions will be processed through digital channels, influenced by younger buyers’ preference for self-service and independent research over sales interactions.
If this shift seems to be impacting your business, consider providing an AI chatbot on your website to encourage self-service on your site and serve up quick answers when potential customers have questions. A great chatbot can also route visitors to your sales team when needed, so you can provide the perfect level of interaction for each visitor’s needs.
Another critical B2B marketing strategy is omnichannel engagement, which might involve everything from SMS and email marketing to WhatsApp or Instagram messaging. By providing multiple customer touchpoints across platforms, you increase your control over how potential buyers perceive your offerings.
As AI-driven content saturates the internet, B2B marketers must prioritize quality and differentiation in their content, rather than merely publishing as many pages as possible. In 2024, 85% of marketers reported AI-driven content strategies, yet the focus on content quality continues to grow. Building trust through authentic thought leadership and communities, especially on LinkedIn, will also be vital.
Generative AI, like ChatGPT, is changing how buyers search—and therefore how they are exposed to your business on the internet. Gartner predicts that by 2026, traditional search engine volume could drop by 25%.
B2B marketers are learning to adapt by incorporating “Generative Engine Optimization” (GEO) into their strategies, focusing on high-intent keywords for AI-driven search engines. According to experts, the future of search will likely combine search engines with generative engines, meaning that hybrid SEO/GEO B2B marketing strategies will likely come out on top.
Digital marketing can help your B2B business acquire new leads and increase your revenue. If you need help with planning and executing your B2B digital marketing strategies, look no further than our partners at WebFX. They’ve helped their clients generate over $3 billion in revenue.
Follow the link below to inquire about their digital marketing services.
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Arguably, conversion rate is the most important metric in B2B digital marketing—after all, your strategy isn’t working unless it’s actually resulting in new customers. Conversion rate is a direct reflection of lead quality and marketing effectiveness, so it’s an important metric to get right!
Digital marketing efforts take time to yield results, and you need to track monthly trends over time to determine if those results are due to your strategy or driven by another cause. As an example, an SEO strategy will start to establish search results over 6 to 12 months.
Since digital marketing includes many different strategies (including email marketing, SEO, PPC, social media advertising, copywriting and more), the cost can (and should!) be unique to your industry, audience and business needs. On average, a mid-size B2B company can expect to an SEO project to cost between $1,000 and $5,000 per month, with PPC running around $15,000 to $20,000 per month.
Absolutely! The key to success in B2B digital marketing with a small team is efficiency—using your marketing budget in the most effective way possible to generate leads and assist your sales team in converting prospects into new paying customers.
The 95-5 rule states that only 5% of your target audience is actively buying right now, while 95% are “out-of-market.” Balance your strategy by investing in both long-term brand building (content, SEO, thought leadership) to stay memorable and short-term tactics (PPC, demos) to capture immediate demand when buyers enter the market.
Start with foundational strategies first: define your positioning and target audience, then build a user-friendly website with basic SEO. Next, layer in content marketing and email nurturing to attract and engage leads. Add paid channels like PPC and social media once you’ve established these fundamentals and can measure what’s working.
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